If I may draw the discussion for a moment.
If we put ourselves in Apple's position, how do we survive as a business?
A few years ago computers became commodity devices, you didn't need to think about the system you were getting and what tasks you wanted to do... You just bought a computer... When it broke, you bought a new one... The computer was reduced to a device that was little more than a washing machine.
The market is flooded with computer devices, the hardware is now basically an irrelevance. Content is all that matters now. What Apple had to do to survive is change from being a computer company to being a content provider, and that is how we need to look at them.
The iPad, iPod, iPhone, iTunes are all content delivery platforms. As such they seem alien to us oldschool computer users. At least 60% of computer users today are not oldschool computer users, they only really want to consume content.
Now when I want to create content, I use a Mac... Which is a computer in the old sense, but when I sell that content I'm selling it to people who consume content.