What, and lose all that extra profit??? Unthinkable!
Apple likes to hide its various development costs within its hardware packages. The more that they can combine all their software and hardware development into a single indivisible package, the easier it is for them to justify the markups they desire. (And this concept goes all the way back to Jobs' original Mac design.)
I think Apple reached their own nirvana when they broke into the cell phone market. An incredibly expensive all-in-one device that users are happy to purchase and then simply throw into the trash a year or two later, only to buy another one. Macs are being driven towards this model as well...