I could be wrong but I disagree with the premise of the article. One thing that both Apple and Amazon are extremely good is hardware (consumer, and cloud-infra, respectively). And ultimately what matters to user is going to be the hardware that properly integrates AI capabilities, ideally with some inference models running locally. We've already seen that multiple companies are able to produce high quality models, so the model is not a winner-take-all game. How many companies are able to compete with Apple on mobile and laptop hardware? That's a much harder game.