Rivals like Apple as well as Amazon are also pushing to tie more services and devices together. Earlier this month, Apple showed how its iOS software for the iPad and iPhone and its Mac operating system are increasingly working together, with a customer able to answer a call to an iPhone on his or her iMac. Apple is also looking to get into smartwatches to broaden its product ecosystem. Last week, Amazon introduced Fire Phone, a smartphone that is closely connected to the Web retailer’s online store and library of movies plus other content.