I agree that if you're sure you have a commodity product, then you should make sure you're in the driver seat with those that will pay more, and also try and grind less effective players out. (As a strategy assessment, not a moral one).
You could think of Apple under JLG and then being handed back to Jobs as precisely being two perspectives on the answer to "does Apple have a commodity product?" Gassée thought it did, and we had the era of Apple OEMs, system integrators, other boxes running Apple software, and Jobs thought it did not; essentially his first act was to kill those deals.