They are trying to place themselve as the company that produces hardware versus those software guys who are after your data to complement their income. The argu

They are trying to place themselve as the company that produces hardware versus those software guys who are after your data to complement their income. The argument here is that the hardware guy always has a proper profit margin. Always look at the profit motive, Luke! (Also they have some stake in the data business by following on those apple IDs - i would not bet on the declared principles of their chairman; also Apple is on the stock exchange, therefore under constant pressure to come out with positive growth figures)