What I don't understand is, with Apple and Microsoft moving to "services" business-models, who do they see as providing the hardware for this future they envision? I don't think we are near the point where either laptops or phones are a commodity. If nobody want to make hardware their first priority, how is anyone going to ensure the best experience for the customers using their serviceS?
What's your citation or evidence to Apple moving to a "services" business-model? They are hardware focused, so that's not a correct statement.
https://www.cnbc.com/2016/06/08/apple-will-show-off-its-move...
https://stratechery.com/2017/apple-and-the-oak-tree/
https://www.macrumors.com/2018/03/22/apple-services-revenue-...