[spinchange]

I've been following your comments on this thread and completely agree with you with one tiny exception. Apple does not see itself as producing commodity gear. They still see their gear as luxury/non-commodity AND see their cloud as a benefit/value-add and profit center.

The problem -for me- is that Apple simply isn't that good at the cloud. Their competitors seem to beat them on both features and price here. You only go with iCloud for inclusion/integration with your other Apple devices, not because it is a superior cloud service.

They could be the "anti-cloud" company if they really wanted, but I think it is easier and more profitable for them to jump on the bandwagon and offer it themselves. To be an "anti-cloud" vendor would require them to sell against overall technology / consumer trends. They don't need to do that when they can extend their profits offering the same, and especially if it doesn't hurt the "luxury" status/profit margin of their main goods.