It all comes back to the simplistic but realistic view that investors have of any investment. Amazon spreads its revenue risks across many different income streams and Apple instead focusses on a few high value products. It’s not about Amazon re-investing its profits in growth, even though that is exactly its strategy enabler, but that Apple seemingly does not. The market prefers a risk averse strategy to a profitable one and along with that a transparent strategy–the antithesis of Apple’s approach.

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