I think it means building phones and tablets is easier than building warehouses, developing partnerships and affiliates. Keep in mind that Apple has been doing

I think it means building phones and tablets is easier than building warehouses, developing partnerships and affiliates. Keep in mind that Apple has been doing this (building touch screen devices) for about 6 years, while Amazon has been doing this (e-retail) for more than twice that time. Apple already has serious competitors, while Amazon maintains a near monopoly. I think this is the essence of what the article was getting at.