No. It's the software, stupid. (this is pretty much the tagline for 15+ years now with those exact literal words) And even then, people buy complete products fr

No. It's the software, stupid. (this is pretty much the tagline for 15+ years now with those exact literal words) And even then, people buy complete products from the company so in a way it's not really an 'either' company, they are far too vertically integrated. There is supply chain, semiconductor manufacturing and design, software engineering, hardware engineering, consumer products, consumer services, there is stuff like AppleCare, ABM, ASM, Developer interaction, events... the list goes on. The hardware is only there to enable the software in this concept, not the other way around. This is also why if the UX conditions are met, more powerful/newer/shinier hardware was often not used since it doesn't improve any of the software enablement. You can't sell a good UX with bad software on good hardware. You can sell a good UX with good software on anything. https://allthingsd.com/20111005/iphone-4s-its-the-software-stupid/ https://allthingsd.com/20111005/iphone-4s-its-the-software-s... https://www.computerworld.com/article/2476239/apple-and-wearable-computing--it-s-the-software--stupid.html https://www.computerworld.com/article/2476239/apple-and-wear... https://www.computerworld.com/article/3353038/apple-in-2019-its-all-about-the-software-stupid.html https://www.computerworld.com/article/3353038/apple-in-2019-... https://techcrunch.com/2008/10/15/what-android-can-learn-from-the-iphone-its-the-software-stupid/ https://techcrunch.com/2008/10/15/what-android-can-learn-fro...