The 2% argument is rubbish.
2/% is still A LOT OF MONEY. A company can make profit not only by selling tons& tons of the same product
Like for example, if apple releases this summer a billion iphones thinking that they will sell all of them and nobody goes out to buy these things. guess what. , they will loose big money regardless what percentage of total apple sales those things represent overall.
On the other hand If you calculate the demand correctly and put the right price-tag you can still make a big profit by simply offering a greater variety of products with fewer units and less risk of failure - that way you target a bigger audience. Not everybody is the same, remember?
nevertheless people demonstrated with the 5s vs 5c that they prefer quality - So apple better take a good lesson from that.
You can't even find people willing to sell their 17 laptops - maybe only on e-bay you can get a dodgy deal, but in general people love these things. - I am not selling mine even though I want a new one and I am not buying a 15' either because I just see it like the 5c. Id rather pay 2000 on amazon to refurbish it till the end of times.
So ergo apple is losing money. simple as that.