>> They are a hardware company at heart, the do software as software is needed.

This has never been true, not since Steve Jobs returned.

The heart of Apple is software and hardware integration.

Hardware companies that do software just to prop up the hardware business do terrible software, and (no doubt the Apple haters gonna hate this) but Apple does - for the most part - amazing software.

>> which is expensive and then do a massive investment

Apple has $145 billion in cash.