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Apple have always been a hardware company, like Google have always been a software company even if they're doing hardware too now.

Google has always been a advertising company

It wasnt always but its defiantly has been the host for the DoubleClick parasite it ingested in the early 2000s

advertising company/feedlot to hoard good engineers and keep them from wandering off and writing a competitor.

> Apple have always been a hardware company…

Apple (post Apple II) has always been a systems company, which is much different. Dell is a hardware company.