Data from Morgan Stanley (via Apple Insider) shows that Apple has more active accounts and makes more money per account than Amazon. Apple has half a billion active accounts, against Amazon’s 200m, and last year generated revenue of $329 per Apple ID, compared to Amazon’s $305 per account.

The account and revenue numbers don’t tell the whole story, of course … 

Apple’s margins on iTunes sales are wafer-thin, at just 2 percent on apps and 1 percent on music. But they do paint a pretty surprising picture, considering the range of products sold by Amazon against Apple’s very limited range of apps, media and cloud-based services – and suggest considerable potential should Apple, as predicted, move into the mobile payments field.

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