If you look at Apple's revenue breakdown, their software and services revenue are negligble. They're basically a hardware company. Software and services are just complements they use to get you to buy their hardware. You can tell what business a company is really in by ignoring all the products they sell at a loss, below market value, or give away for free.
Apple sells all their software below market value and gives away iCloud for free but always maintains high margins on their devices - they're hardware.
Google gives away their software and services for free and sells the Nexus at a loss, but tries to monetize everything through advertising. They're an advertising company.
Amazon's tablets have a pitiful profit margin, act as gateways to their website and Kindle store, and the company feels threatened when Apple screws with eBook pricing - they're retail.
Samsung maintains a decent profit margin on their hardware, and even though they're working on Tizen, it's open-source. They're hardware.
Microsoft historically has had OEM's put out cheap hardware but maintains a high profit margin on software. They're software