Which is amazing to me. I always figure HW companies are at a disadvantage. If I write a piece of SW I pay for the NRE once and then more or less make free money on the continuing sales. If I sell HW I have to pay for NRE and then materials, production, logistics, etc for each unit sold. Pure software can scale really well if you don't need to customize it for each user.

Well Apple's trick is that their hardware is the only way to access their software, so they don't need to rely on a hardware advantage to keep their margins, because while some people are buying the hardware, most are buying access to the software.

For the Mac lineup, it’s hard to say that their software is the reason people buy their laptops (it’s not that Mac OS is bad, just that it’s a small difference in the overall experience in the grand scheme, in if anything, is more limited than windows in term of apps/games support)