Apple is now Google's largest corporate customer for cloud storage

It's a huge investment. Not just money, but they time that management needs to divert into making that happen.

That's time they're not investing in their core products.

It's surprising especially since Tim Cook said:

> "We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution."

I'm surprised they don't consider the cloud storage for all their services, which they're trying to make a bigger and bigger part of their revenue mix, a primary technology.

At their scale, they’re probably getting a really good deal on pricing so cost won’t help. What’s the benefit to them bringing it in house?

It must have been pretty straightforward. They have a supply chain that allows them to reap in the benefits from designing and selling phones, computers and other lifestyle electronics. That's the business model - sell devices. They don't make the screens or the hard drives or the processors or other components themselves. They have a supply chain. Why would they need to do differently with cloud infrastructure?

More likely to be iCloud data.