30% cut from app store sales can add up quite quickly.

It’s interesting that you make this point. Because Meta’s video is _all about_ the hardware: here’s new lens design, here’s high density screen.

Apple’s Vision Pro release has been all about the software: the interaction models, how to use SwiftUI to make immersive and windowed apps, the windowing model, accessibility, type readability, and every little detail related to UI

I’d argue Apple is equally software and hardware

In how they market yes, but not in how they make money.