This is a fantastic article about Apple and Amazon and how they are different than virtually any other companies out there. A wonderful paragraph within:
At an even deeper level, Apple and Amazon are much more alike than they are different. They are both hired for similar jobs (convenience, ease of use and a controlled, predictable environment for average users interacting with technology). They both focus on delighting customers and controlling all the variables which come into contact with that delight. They both have long-term views and are driven by vision rather than competition.
Everyone who thinks that Apple gets into markets because they have to is an idiot. They get into them because they feel they can make a difference in them.