Schrodinger's equation for periodic potential is
$$\left( -\dfrac{\hbar^2}{2m}\nabla^2 + V(\vec{r}) \right) \psi(\vec{r}) = E \psi(\vec{r})$$
The term $-\dfrac{\hbar^2}{2m}\nabla^2$ represents the kinetic energy, the term $V(\vec{r})$ represents the potential energy, $E$ is the total energy of the electron, and $\psi(\vec{r})$ is the wavefunction of an electron.
In semiconductor physics, it is said that, according to Bloch's theorem, the solution is of the form $\psi(\vec{r}) = e^{i \vec{k} \cdot \vec{r}} u(\vec{r})$, where $u(\vec{r})$ is a periodic function with the same periodicity as the crystal.
I found this interesting, because in my optics textbook, Optics, Fifth Edition, by Hecht, the complex representation of a plane wave is given as
$$\psi(\vec{\mathbf{r}}) = Ae^{i \mathbf{\vec{k}} \cdot \mathbf{\vec{r}}}.$$
My research indicates that the term $u(\vec{r})$ in $\psi(\vec{r}) = e^{i \vec{k} \cdot \vec{r}} u(\vec{r})$ is the amplitude, and so it is then said that the plane wave is a periodically modulated plane wave.
Given all of this, I am now wondering about a few things:
Since $A$ is the amplitude in $Ae^{i \mathbf{\vec{k}} \cdot \mathbf{\vec{r}}}$, and $u(\vec{r})$ is the amplitude in $\psi(\vec{r}) = e^{i \vec{k} \cdot \vec{r}} u(\vec{r})$, is it the case that $A = u(\vec{r})$? Why is one a constant and the other a function?
What does it mean to say that a plane wave is "periodically modulated"? What is the role of the term $u(\vec{r})$ in this?
Is this just a simple case of the plane wave being used in both cases, (and/)or is there some deeper physical connection between these two domains/theories?
I would greatly appreciate it if some of the more knowledgeable people would please take the time to clarify these points. Please keep in mind that I am a novice who has just started learning this material, so explanations at a commensurate level would be appreciated.