But the device consists of the hardware, the os and the app store. The is no "hardware" in the Apple universe. And that is good. If you don't like it that way, buy a Nokia.
I don't want to buy a Nokia. Apple's hardware is really good and I want to buy their devices. I just don't want to become a serf in their digital fiefdom.
There is no reason to consider the OS and the App Store part of the device, other than marketing.