It doesn't really matter how you make your product not-a-commodity. The market repeatedly shows that it doesn't treat Apple product as commodities, therefore they are not commodities, and they can have very different business fundamentals than, say, Dell or HTC.
And it doesn't matter if the escape of commoditization was achieved by R&D, PR, divine intervention or whatever else; There are many possible ways of differentiating your products; and the market behavior for commodity and non-commodity goods/services is objectively different no matter why your product is/isn't a commodity.