As I write -- just prior to the market close -- it's toying with the $260 level.
To think that, according to a former employee, Best Buy's former management actually said, No partnerships with Amazon. No Exceptions, should not only shock the hell out of you, it ought to send your creativity juices spewing uncontrollably through your nose.
But, enough about Best Buy. Talking about what Amazon's doing, not so indirectly, speaks to what -- here comes a generic news scribe identifier -- the electronics retailer doesn't have going for it.Even though awful water pressure at my hotel made my hairdo look like it drowned in an oil slick, I think I made a good point in this video I shot with TheStreet's Chris Ciaccia and James Rogers: Even relative to Apple (AAPL), a company Wall Street's sizable gaggle of hack analysts has all wrong, there's less uncertainty in Amazon's long-term story. That's why the shares continue to do so well. Through all of the noise -- and it is noise because AMZN bears come few and far between, this is a strong stock floated by a strong company. And for a reason. At Apple, you have a dominant franchise, but -- and this is a big but -- to keep the momentum going, you need more than iPhone 5S or 6, an iPad mini with Retina Display or the next iteration of the full-size iPad. Unless it's 110% revolutionary, MacBook "refreshes" will only cut it for so long. And, while cute, redesigns on iPod Touches raise very few eyebrows. Apple needs iTV or whatever the next big thing in its pipeline is. Bullish or bearish, you have to admit to an incredible amount of certainty around this. But, not just uncertainty . . . again, it's pretty much a necessity that Apple come through or else the long-term caution I express could prove prudent. Look at it like this -- if you're staring at a portfolio full of gainers in December 2012 that includes AAPL and AMZN, it's not crazy to make the decision to sell AAPL first over tax-related concerns. Putting away hot sports opinions and crystal balls -- just looking at things as they are today -- AMZN is the better long-term play. We know what Amazon's opportunity is. It knows what its opportunity is. And it very clearly has a spending plan laid out to seize this massive opportunity. Nothing has changed that approach for about 13 years. There's no transition. No state of flux. It's just Amazon being Amazon and a trusty Jeff Bezos being a trusty Jeff Bezos. Remember -- suspend emotion (I am as angry as the next guy about what's happening to AAPL near-term) and consider what we know today. We're not sure what Apple's opportunity is beyond the current products and we're not sure at all how they plan on maximizing it. If Apple actually had real competition, the stock might have fallen harder and not bounced back. While I think both companies crush the holiday quarter, I would be slightly more comfortable putting my cash in the stock with price-to-earnings ratio of 3,000, not the company we all can agree analysts continue to give the shaft. View the P/E as a measure of confidence in a company's ability to grow and grow exponentially for considerably longer than the foreseeable future. Follow @rocco_thestreet --Written by Rocco Pendola in Santa Monica, Calif.
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