At an even deeper level, Apple and Amazon are much more alike than
they are different. They are both hired for similar jobs
(convenience, ease of use and a controlled, predictable
environment for average users interacting with technology). They
both focus on delighting customers and controlling all the
variables which come into contact with that delight. They both
have long-term views and are driven by vision rather than
Where they differ is in others’ perception of sustainability.
Whereas Apple is perpetually given an expected lifespan of less
than a decade, Amazon is expected to have an indefinite lifespan.
This is because Amazon is seen as having no competition and Apple
is seen as having infinite competition.