There is no question that Apple has done some amazing things. It has become the largest company in the world, by market value, because it has redefined industries. It redefined the music business, it redefined smartphones and it redefined tablet computing. Apple did not invent these businesses. Most observers would argue that the likes of Handspring/Palm and RIM invented smartphones and stylus-oriented computing devices, including Apple's Newton and Microsoft's Tablet PC certainly pre-dated the iPad. But Apple massively and permanently redefined consumers’ expectations in these markets. While doing so, they built up an incredibly profitable hardware business.
So why is it that Apple’s stock hasn’t actually outperformed Amazon by that much?