You could argue that Apple's software, or more specifically its design and user interface, is what really launched it out of the park. Online-connected keyboard

You could argue that Apple's software, or more specifically its design and user interface, is what really launched it out of the park. Online-connected keyboard phones did exist when the iPhone came out. So they make their money selling hardware, but who would buy that hardware if it weren't for the ecosystem? Their software is pretty shite now - major OSX upgrades have the stability of old Windows ones nowadays - but they still take their users' privacy and security seriously, and they have platform lock-in. Their hardware still isn't what REALLY makes them money.