When I was at Apple for a short time, there was a small joke I hear from the ex-amazonians there who would say "What's the difference between an Apple software engineer and an Amazon software engineer? The Amazon engineer will spin up a new service on AWS. An Apple engineer will spin up a new app". Or something along those lines. I forget the exact phrasing. It was a joke that Apple's expertise is in on-device features, whereas Amazon thrives in the cloud services world.