I always knew that Amazon would somehow have leverage over Apple because of their strong distribution capablilties. Nike was once put in the same position when having to rethink they're distribution and lowering costs on products that don't perform as well. They rolled out a waiting list feature on their website and app to introduce new shoes. This allowed them to only produce and insert marketing dollars for product that had a "pre-demand". Apple will have to figure out how to remain innovative while keeping costs low and products less cost intensive.