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Apple (NASDAQ:AAPL) and Amazon (NASDAQ:AMZN) are not really true, all-out competitors like Google (NASDAQ:GOOG) (NASDAQ:GOOGL) is with both of them. Apple does not have a general retail operation and Amazon does not make computers or, anymore, phones. But tablets are no longer their only competitive category. And Amazon, in addition to posing an increasing challenge to iPad, seems to be winning another battle against the largest tech company.