But they make more money from the Apple Store and the other services and they are always giving advantages to their own stuff on iOS like using private APIs or bypassing security rules .
It's starting to grow, but on any given platform of theirs, the overwhelming majority of their income still comes from the actual hardware, and the services revenue for that platform is maybe 1/6th or 1/8th of what they make from the hardware for it:
(within this, you probably want to break out 5/6 of the services revenue and tack it onto iOS, and then treat the remaining 1/6 sliver as applying to the mac).
This is honestly one of the biggest peace-of-mind things for being an apple customer, and it's definitely a big cultural trope within their support network as well. You pay your "union dues" by buying the hardware, and then "you're in". There's no money to be made after that fact, so there are an enormous number of small interactions after that that are fully trustworthy - for example, unlike many internet-ad-revenue companies, you're not worried about being profiled or having your info sold to advertisers. You're also not worried about "product collapse based on shaky revenue streams" - one thing that's always been scary about using various consumer apps is there are a fair number of programs out there that just have really shaky revenue models, so it's scary to commit to them because a lot of them eventually have to pivot, or sell out, or otherwise do something brutal to stay alive. When using some of apple's hardware, you know if it's selling decently, the business is stable and certain rugs won't get pulled out of under you.
Only the software that directly competes with Apple own software. So for example Spotify was denied access to the special APIs for a while, browsers can't use their own engine, Apple apps can bypass firewall rules but games with lootboxes are welcomed because they don't compete with Apple and a 30% cut gets in Apple's pockets.
But they make more money from the Apple Store and the other services and they are always giving advantages to their own stuff on iOS like using private APIs or bypassing security rules .