But it's not Apple's game to play in the things that Amazon plays. Amazon has their own strategy and Apple has their own strategy. Building entire new lines of business is risky and Apple probably does not think that the risk is worth the reward at the end. There's also the question of whether Apple can do as well as Amazon at what it does.

It's partly because is amazon is high margin business, so it view almost everything as an opportunity to raise revenue and 9maybe margins) , but apple is a high margin company, and those opportunists are harder to find.