Another element is that, unlike Google or Amazon, Apple need big margins on their products as that is their main revenue stream. They clearly never competed on

Another element is that, unlike Google or Amazon, Apple need big margins on their products as that is their main revenue stream. They clearly never competed on price, but that position is about to get more complicated with the new Google lineup. On another note, I admire how you avoided the (too) easy plays on words here around eating / taking a bite of the apple. "Google is eating Apple's lunch as we speak." "Microsoft is about to take a bite of their pie as well."