I agree with most of what he has to say but the first part of this seems wrong to me:
While Apple considers itself a software company, its hardware is what pays the bills. It uses its software to sell its hardware.
I always think of Apple’s hardware when I think about Apple. The software makes the package compelling because of the ecosystem and the tight integration with the hardware, but Apple, to me, seems to be a hardware company, and I’d be surprised if they see themselves differently.
Maybe they even see themselves as something completely different: A company that puts the experience above everything else, meaning hard- and software have to follow the concept behind them.