My point being, it doesn't necessarily follow that a hardware company would need to control the software on the phone to the extent that they do.
Also, the money from software proportionately, but even as a software only company (services, $5 billion) they make enough money to be a Fortune 500 company in its own right. I don't think it's evident at all that their motives are straightforwardly devoted to hardware.
Apple understands that the experience of using the hardware is incredibly important, particularly when they want to be able to command premium prices. This drives their control over software. The software is in service of selling the hardware. You could argue that they're selling the overall experience, but that similarly supports their relatively tight control over software.
Also, the money from software proportionately, but even as a software only company (services, $5 billion) they make enough money to be a Fortune 500 company in its own right. I don't think it's evident at all that their motives are straightforwardly devoted to hardware.