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Sounds like a perfect fit for the Apple ecosystem.I've read statistics that most users, business or not, don't update anything, even when the hardware gives them the opportunity.
For businesses it doesn't even make much sense to update: they can just lease or buy new computers and have them as a tax writeoff.
As for most people, they just buy a new PC every 5-6 years (can be 10 years for the less interested in tech), and that's it.
It's a small niche of tinkerers and "power users" (actually power tinkerers -- there are users that do much more important stuff with the computers than them that still don't tinker at all) that ever does upgrade stuff.
Of course that's includes many people in our tech bubble, but you'd be surprised how many programmers don't care for upgrading and tinkering, and just buy a new laptop every so often.
As a programmer myself (CS degree and everything) I know I hate tinkering with hardware with a passion, but I know lots of others that do too. Of course I also know many dev friends and colleagues that do like building custom rigs.