In his interview with Goldman Sachs twice Tim Cook said Apple wasn't a hardware company and points out how much revenue they made off of software and services last year. Of course there's always been a debate over whether Apple is a hardware or software company with some arguing its neither, that its a platform or product company. It got me wondering though what Cook really meant by this statement. In 2012 when Cook was asked about content he said Apple's business model is not making money off content but from selling devices. Seems to me emphasizing that Apple is not a hardware company is a subtle shift in messaging. Granted, I don't think Apple ever referred to themselves as a hardware company but I don't remember them in the past going out of their way to say they weren't. Was this Cook's way of saying "we're not Samsung" without mentioning Samsung by name? Or perhaps a shift in the business model to counter the selling hardware at cost model of other companies?