Its CEO says that while Apple gets its share of fortune, the company he wants to be the biggest shareholder in will take more than 30% of the total, because that's what Apple is. He says his group wants to make billions by cutting corners in areas like marketing the iPhone, selling it on Amazon, and opening up more stores, but he also points out that what he says will become the biggest business question for all companies – including Apple which he says currently has $9 billion of potential revenue. The big question is why will Apple sell $7 billion worth of devices? The answer is that he says in an interview with Business Insider, that it does not have the financial resources needed to go on a major media blitz. We're just trying to make something great and this isn't it.