For a hardware company, the write a crapload of software... like Mac OS, iOS, and all the built-in applications. I'd say they probably do a lot more on software than hardware, actually. They only release a few pieces of hardware a year.

It's not difficult to argue that reliable hardware is only a delivery mechanism to enable the usage of Apple's software, however I doubt users would purchase a "Samsung iPhone" or "LG iPhone" in the same manner that they do for Android devices.

The Apple hardware brand, the hardware itself, and the software all together sustain the user demographic.

Oh sure, the product they sell is the integration between hardware and software. But saying they are "much more" a hardware company than a software company is selling them pretty short.

Certainly doesn't come across as one. UX/hardware comes to mind first.