I think it's both. People like the hardware, but most of them get it primarily because it runs OS X. But, Apple makes most of it's money off hardware margins.

I think it's both. People like the hardware, but most of them get it primarily because it runs OS X. But, Apple makes most of it's money off hardware margins. Apple bundles their OS very tightly to their hardware, so it's not as if there's really a choice between getting the OS or getting the hardware. Even the OS EULA forbids you from running OS X on any non Apple brand hardware.