I don't think they're going wrong - its just a different model to Amazon's. If you pare back the reason why Apple is a profit leader in the markets it sells to

I don't think they're going wrong - its just a different model to Amazon's. If you pare back the reason why Apple is a profit leader in the markets it sells to, you might come up with design, quality and brand. In the end the competitors can eventually catch up on design and quality. But brand is something that's build over a long time, and takes a long time to change.