[rmccue]

Amazon and AWS have different markets (consumers vs business), similar to DuPont's paint and gunpowder (consumers vs military). Generally speaking, the markets don't overlap.

As noted in other comments here, Apple's products and services are both consumer-focussed; ideally, you're trying to sell the consumer both of them, so the outcomes for the two are co-dependent. Amazon doesn't really care about how many instance-hours AWS sells; the iCloud team cares a lot about how many devices Apple sells.