You would be completely delusional, if you think any product design of any computer manufacturer isn't 100% about maximizing profit.
Cynically, quite true. From a marketing standpoint, Apple has claimed that their goal is to "Delight" the customer, so there's a fundamental conflict between these two objectives. Overall, this probably has the old "pendulum swing" to its balance (like everything else), so the question may very well be where is it and is it continuing to swing too far the one way?
Historically, I'll note that back in the PPC days of the 7500/8500/9500 series that the CPUs were mounted on daughterboards that were a very easy customer DIY ... and which created a quite strong 3rd party market for the same - - this clearly hindered Apple desktop sales during this period because one could easily/cheaply do a pretty nice upgrade by simply unplugging the OEM 120MHz G3 daugtherboard and pop in a 3rd Party 233MHz G4 /etc. Don't think that Apple didn't learn to never leave their hardware design as "open" as that again.
FWIW, I do think that we are still on the "profit" side of the pendulum, because the fingerprints that I'm seeing appear to be all about minimalizing the expense of OS X by streamlining: eliminating features (such as RAID), software applications (such as Aperture), etc. "Doing less with less" reduce its lifecycle costs (Development, QA, Support/Maintenance, etc). Recall also how this sort of "supply chain" thing is reportedly Tim Cook's strength.
Also note how this manifests itself in Apple's "no choice" aspects of GPUs: to deliberately offer fewer GPU permutations means less money spent in OS X/Software development (making it work) and QA (verifying that it works) --> less overhead expenses ultimately returns better profits.
The flaw with this approach is that it is a dangerous dead end. Simply "Choose Your Poison":
* Narrowing down to just one solution assumes that innovation in the technology field has effectively stopped.
The paradigm here is that there's no justification to diversify to explore and/or keep options open for future improvement, because no further improvements are to be forthcoming. Thus, one can simply choose whichever commodity solution has the best terms (eg, lowest cost).
-or-
* Narrowing down to just the one solution picked in-house is the result of an "NIH" (Not Invented Here) echo chamber.
As it says on the NIH page on
Wiki:
"False pride often drives an enterprise to use less-than-perfect invention in order to save face by ignoring, boycotting, or otherwise refusing to use or incorporate obviously superior solutions by others."
Recall how Intel's success has been attributed by CEO Andrew Grove in his book: "Only the Paranoid Survive". The question is if Apple is paranoid enough to make the risk of again offering any Insanely Great products. If the answer is no, then they will not survive.
-hh