Actually it's not just hardware, it's the whole package and the Apple ecosystem is unique in its interaction capabilities. I totally agree with pastrychef, they have a tiger in their tank and they will release it bit by bit and hammer Intel in the years to come.
The keynote was quite a slap in Intel's face and to me in AMD's as well. Apple needs technology to make cool products in their own universe. AMD has the problem fighting at Intel's / PC rules, there is nothing fancy or cool about them except the number of the cores still consuming kWatts of energy in order to deliver.
As much as I like AMD, an iMac that thin delivering that computational power would have not worked with AMD neither. Alone the motherboard is condensed to a fraction of what it used to be leaving space for the speacers, mics, camera - all of that now being cooled by two tiny fans. Give me a break!
And where I really take my hat off to Apple is the environmental efforts and the respective message to their (young) customers _and_ competitors: people, this is how it is done and we can do even more! Watch us!
Yes, some components are expensive, there is a noticeable margin but they need it first to keep the our nature clean, recycle stuff and pay they their workers properly and second to develop more cool products and make my life easier and more fun.
Apple, I'm in!