[bogwog]

Hiring more people isn't going to make them more money. Improving their products/services isn't going to make them more money. Providing more value to customers isn't going to make them more money.

Charging $300 for a screen replacement will make them more money. Selling bluetooth headphones with non-replaceable batteries will make them more money. Collecting taxes on developers will make them more money. etc etc

[novok]

They got popular because of their commitment to quality. "It just works" is and in many ways still is a key to their popularity. They whittle away at their "quality credit rating" the less and less they invest in these things, until their quality credit rating becomes low enough for a competitor exploit that and make them lose market share very quickly. It does make them money.