Right, but at least before iOS those software offerings were specifically to make the hardware more attractive. Being able to install Linux or Windows or what have you doesn't really impact that much, since the option to reinstall macOS and return to that "integratedness" always exists, and since there's nobody holding a gun to "normal" users' heads saying "you must install an entirely different operating system" (and indeed, Apple taking a stance of "we don't officially support this, and strongly suggest you stick with macOS, but if you really know what you're doing we won't get in your way" would be perfectly reasonable).
Nowadays, especially on iOS, it seems like the software is the focus. I'd argue that's a mistake that will sooner rather than later bite Apple in the ass. Hopefully the switch to M1 is a sign that Apple realizes this and wants to move back toward making top-notch hardware instead of coasting on App Store rent-seeking and planned obsolescence.
