People don't buy components, they buy integrated products.
Outside of my professional circles of engineers and professionals, I don't have a single family member or friend who has a clue whether their product is running windows RT, iOS, Android, on an ARM or custom A8 or other.
The fraction of the market that knows the innards of what they buy, or the technical details of the product, must be really really small based on my perceptions of the hundred or so people I interact with in real life who themselves clearly have no clue what makes their favored device be their favored device.
What I see them citing as their reasons for liking their device are reasons that come down to being all about features. And to them software is a feature, apps are a feature.
Can they get app XYZ on their device ABC? If yes, then that is a "feature".
Are they comfortable with using device ABC? Is it "familiar"? To them that is a feature.
And at the end of the day the question for them is "do I want to spend money for the features I could have (if I spent the money and upgraded) versus keeping my current device and the features I already have?"
IMO Windows RT failed because it failed to provide a compelling enough feature list (apps, familiarity, social panache, curb appeal, marketing, etc) to enable it to gain the requisite market traction so as to become self-sustaining.
That a Microsoft exec went to Nokia and delivered a similar deathblow to their product line is either pure coincidence or lightening striking twice, or possibly both. That Microsoft then decided their best foot forward would be to purchase Nokia is proof that irony never goes out of style.