What's Good for Apple Might be Doubly Good for Amazon

Many observers would note that Apple's registered iTunes users are a potential business asset. If so, Amazon is even better placed. Perhaps 31 percent of Amazon users have a credit cards on file with Amazon. 

In a Forrester survey of 4,650 US consumers conducted online in August 2012, 31 percent reported that they had a credit card on file with Amazon, compared with 18 percent that have one stored with Apple, and five percent with Google. 

Amazon and Apple approach the respective roles of content and devices in opposite ways. Apple merchandises content to sell devices, while Amazon merchandises devices to sell content, services and goods.

Amazon reports that in 2011, consumers that bought a Kindle read four times the books (print and digital) they did before they bought a Kindle; that's up from 2.8 times in 2008. 

Also, some 23 percent of consumers Forrester Research surveyed also said they'd be interested in purchasing an Amazon smart phone,  it were available.