[atomicity]

It's sort of hard to compare these approaches, since it's not like Amazon and Apple only have 1 principle that they follow. I'll try to analyze them in a generic way. Disclaimer that I don't have experience in marketing or executive leadership.

Apple's focus on design allows it to charge higher for its products and to build new high-margin products that people end up buying. It allows them to "scale" revenue by entering new markets with new products.

Amazon has a similar focus on the customer which is centered around customer support. This approach also gives them the "brand reputation" to build new services (that businesses will pay for). You may note that Apple's approach works better for customers who pay without much planning/budgeting (like consumers/households), scales better with the number of customers (again like consumers/households), and scales more poorly with # of products (making it a worse fit for SaaS).

Amazon's API mandate value is felt in how it allows them to make software development more efficient. Customers do not feel the impact directly. Instead, since data is exposed through well-defined APIs, new service (or product) development can be done with far less human communication, as mentioned in the article. However, while this makes inter-team efficiency better, it reduces intra-team efficiency by forcing developers to build things that they don't need. If services are too small, the APIs are not high-quality, or the service boundaries change too frequently, then it's possible that this approach doesn't make software engineering more efficient at Amazon.

[PaulDavisThe1st]

> Amazon has a similar focus on the customer which is centered around customer support

Except that for AWS, paying for the service(s) doesn't get you any support at all. So this idea about Amazon's behavior on its marketplace doesn't really map to AWS. Customers there have to choose to receive customer support, and pay for it separately.