Hardware companies treat software as if it were just another line item on the BOM: Like a screw or gasket. Just source this "software thing" from the cheapest bidder, and spoon it into the product on the assembly line somewhere towards the end. That's all hardware companies see. They don't see a software as an ecosystem, as an enabler, as a future way to deliver more and more value. It's just a costly part number that you assemble onto the product.