The question Marco was posing is different: What if hardware mattered less to the point that consumers will switch over to different hardware with better/1st class software support. If that happens, the future doesn't look too bright for Apple (or so posits Marco).

Apple might as well continue to be a first-class hardware-first business. However, if their hardware advantage is eclipsed by their data/AI disadvantage, Apple might lose a big chunk of their market share.