Apple is in the iTunes (music, books, magazines, apps, etc.) market to cement its sales of its hardware. If you start off with an iPhone, and buy some stuff, then that stuff can be used on the next iPhone, on the next iPad, etc.
YES Apple wants to make as much profit on the non-hardware side as it can, but that is not its Golden Goose.
Amazon is into the Kindle hardware to cement its sales of music, software, anything that is on Amazon the gigantic reseller in the online Sky.
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