Nature of the business. Amazon is a growing company and invests heavily in itself to stay relevant, to grow, to achieve long-term success in a very competitive environment. Amazon's customers care mainly about price. Apple has been successful in high-quality innovation and has created a remarkably valuable brand. Apple's customers care mainly about quality and are willing to pay a high price for it. Also, geographies: Apple has achieved far greater economies of scale than Amazon, and Apple will continue to enjoy the benefits of global scale combined with high margins so long as its products stay ahead of the competition.