The Only Thing Apple Really Sells

They may retain customers with their ecosystem, but overly-general statements from tech bloggers don't determine what Apple sells. Buyers do.

It's hard to argue that the only thing Apple sells is "an ecosystem" unless that's how buyers buy. Obviously, some don't. Some aren't concerned about cutting-edge apps and cross-platform syncing - they just want a good phone/camera with good navigation.

Apple still sells hardware with pre-installed software, and judging by the design and features in their devices they absolutely know that.