First, Apple has markets where they don’t compete directly with the others, Macs vs all PC manufacturers, iPhone vs all Android.

Samsung first competitors are the Chinese manufacturers, they even profit when Apple sells well.

Second, Apple can compete with itself, iPads vs MacBooks, as both devices have roughly the same margin.

Third, Apple has perfected the supply chain during all these years with Tim Cook as a master chief. The iPad supply chain is redirected to the iPhone as the MacBooks success is compensating the iPad losses.

AWS always has been the main income for Amazon. It’s an impressive business.