Porsche, Audi, Mercedes, BMW, etc. don't make race cars and compete in things like 24 Hours of LeMans, WRC, etc. because those cars and those events make them money. They do it because 1) It provides a venue to show off cool new technology 2) It provides them marketing cachet, name recognition, and bragging rights.
Apple has lost sight of this. Apple is happily making Corollas & Caravans - which sell large volumes and make a profit. But it has forgotten the high-performance end of the bell curve where the bragging rights are earned and new tech is shown off.