Depends on what Apple's goal is. I don't think Apple's ever really had market share as their main goal, but profitability and high quality.
I wouldn't sweat too much. As long as Apple continues to innovate and make user friendly products then I think they'll continue what they've been doing for so long. Apple TV seems like a really tricky and competitive area (I mean, Google and even Sony is looking at it), but hopefully they can pull it off.
To me, Apple has constantly been taking things that we not user friendly/efficient (computers, music players, phones) and making them user friendly. It's not about design or marketing, it's that IMO, taking technology and transforming them into tangible benefits for consumers.












