If you're not familiar with the "long-term" thinking of Bezos, this anecdote from Brad Stone's recent book on Amazon is particularly interesting: Bezos wanted AWS to be a utility with discount rates, even if that meant losing money in the short term. Willem van Biljon, who worked with Chris Pinkham on EC2 and stayed for a few months after Pinkham quit in 2006, proposed pricing EC2 instances at fifteen cents an hour,…
i'm a big fan of Bezos, honestly, but to say that pricing your products in such a way as to make >$100 billion in cash is a "mistake"... that's just crazy talk.
Apple on the other hand, is marketing high end products with ridiculous margins, which leaves a lot of market niches on the table, and leaves a lot of room to make money even with a cost base that is massively higher than Apples. That's made people line up to get a piece of the cake.
How many people start companies intending to compete with Amazon? Meanwhile, new smart phone companies sprout up on a near daily basis, and there's a whole industry in providing designs, SOCs, cases and components for people who just want to slap one together and put their (or someone elses...) logo on a phone.