In both situations it's difficult to identify who is telling the truth and is probably impossible to know the truth from the outside looking in.
In both cases I've taken a "who has incentive to lie?" view on the allegations and denials, now this does not mean my hunch is correct at all, but it seems way more likely to me that it's in the best interest of Apple and Amazon to deny this story strongly as it makes both parties look bad and the investigation may be ongoing. I don't believe that Bloomberg made this story up but its understandable to question that maybe their sourcing was iffy, based on Bloomberg's history and the level of sourcing that they have cited I'm leaning towards believing the story as accurate.