It's always easy to remember older times with rose tinted spectacles, but SJ was ruthless and did and said what he had to, to get that sale. Apple grew not necessarily because they were smart, it was because they point blank refused to shift their profit margins on products, something that still exists to this day.If Steve did the first iphone wouldn't have been overpriced.
The 1.8 billion devices says you're incorrect. Basically the universe does not agree with you. Companies who put profits first don't make it to a market cap of trillions. Apple grew this way because (1) they are smart and (2) they product products people decide to buy (by in droves that is).
If you consider that worldwide marketshare (at least on computers) probably still hovers around the 8% mark for Apple, there's lots still to be gained.