I think the answer is simple: Revenue isn't the most important thing right now. There are many things that make a successful company and revenue is only one of them. Google makes enough money to pay their employees well, to make investments and in generell more then enough to run its business, so making more money isn't a priority. Apple has loads of cash and don't even know what to do with it.

So instead they are pushing other goals, like increasing market share, binding the users more to their services and essentially cement their position in the mobile/web space.