For example, an article from the NYT from this morning puts it nicely:

"Apple posted another 11-digit profit late Tuesday but saw its stock fall 6.3% the following day. Amazon.com after the bell Thursday logged quarterly earnings just 4.9% of Apple’s total at $513 million, or what it took Apple 4.4 days last quarter to generate. However, its shares opened up 11% as they nearly erase the rest of their 2016 decline. Apple, meanwhile, is down 10% for the year and 26% from 12 months ago."

The market is all about expectations. By nearly every measure AAPL is a buy (P/E of less than 10). Amazon has a P/E of 529, but it's hot. You have to meet expectations for your stock to do well.

http://blogs.wsj.com/moneybeat/2016/04/29/amazon-and-apple-a-tale-of-two-stocks/?mod=yahoo_hs