Check this graph: http://www.businessinsider.com/chart-of-the-day-in-case-you-...
They're not buying a box of transistors, a quantity of RAM, a camera etc. The hardware is just a box used to deliver a shipment of easy to use, cool enhancement. That's what people are buying. Not hardware.
Apple could never charge what they do if people were just buying hardware. You buy comparable hardware for a fraction of the cost but it doesn't have the other emotional/social stuff and that's where Apple makes their money.
Each of the ipod, mac, iphone are a combination of apple hardware AND software. That isn't split out.
Where the graph shows software, they are referring to things like final cut, iwork, etc.