Re: So-called rumours...
"When you think about it... when Appled launched the iPhone / iPod Touch, they were actually launching a new software platform as well. You have to remember that Apple Primarily thinks of itself as a Software Company and always has."
What are you trying to argue against? The first part of your post is irrelevant. The iPhone and iPod Touch are hardware devices. Yes, they have software, but they have hardware too! And neither were first announced at a WWDC.
The second part of your post is wrong. Apple make the vast majority of their money through selling hardware. I don't know where you got this notion from, but the only time they thought about becoming "primarily" a software company was under Gil Amelio in the mid-90s. From Macs to Apple TV to Airport to iPods to iPhone, Apple exist to make hardware AND software that work together. You can't separate the two sides.