Apple understands that the experience of using the hardware is incredibly important, particularly when they want to be able to command premium prices. This driv

Apple understands that the experience of using the hardware is incredibly important, particularly when they want to be able to command premium prices. This drives their control over software. The software is in service of selling the hardware. You could argue that they're selling the overall experience, but that similarly supports their relatively tight control over software. Side note: services ≠ software