But many of his greatest successes are almost pure hardware stories (Apple II, iMac, iBook, iPod, iPhone, MacBook Air, iPad), so you can't fault him for humming a catchy tune.
I'm just thinking aloud here (not really trying to 'defend a point' as such).
But each of these is and was utterly defined by the software they ran. Take the original iPod; without that great interface the device really would have boiled down to "No wireless. Less space than a nomad. Lame." and gone nowhere in the market, like basically all of its competitors at the time. Same thing with the iPhone. The interface is the thing, but that interface happens to exist only inside a wonderful, plainly well built and beautifully designed device that you enjoy holding in your hand even when it's off. One without the other would utterly change the effect of the whole...and I'd say this has been the key to Apple's resurgence: More often than not over the last ~14 years, they've delivered the whole package.