Amazon is useful and makes good margins on economical services, where Apple basically defines middle class identity.

Where Amazon is something you use, Apple makes something you identify as part of your personal story. Instagram has a similar play, where it is a platform for democratized celebrity, people "become," Instagram famous. Facebook is more of an individual signalling tool for people who have already won, or who just don't understand the game. To me FBs long game looks like a dystopian malignant Equifax.

Oddly, Reddit has Instagram level upside if only they could hire someone with vision, and build an org that could execute on it instead of handwringing about solving political problems.

Apple is a gatekeeper to aspiration, and the demand characteristics of that are unlimited. The stat in the article does not surprise me at all.