Apple’s Secret Plan to Challenge AWS With M-Series Chips

Apple has internally explored the possibility of launching its own cloud infrastructure service to rival Amazon Web Services (AWS), according to a new report by The Information’s Aaron Tilley.

Talks Continued Into 2024, But Future Unclear

The report claims that Apple was actively discussing the idea through the first half of 2024, but whether the talks on the matter have continued remains unclear. However, Michael Abbott, one of the key supporters of this initiative, left Apple in 2023, which may have stalled the initiative’s momentum.

M-Series Chips at the Core of Apple’s Cloud Vision

The proposed service, if brought to life, would have allowed developers to rent servers powered by Apple’s M-series chips. This way, developers could run cloud-based app features without needing to maintain their own physical servers.

Some Apple executives believed that the superior power efficiency of Apple’s M-series chip would outshine AWS and other cloud-based services in terms of price advantage. That belief was reportedly backed by Apple’s own use of M-series-powered servers for internal services, such as Apple Music and Apple Wallet.

Potential iCloud Branding and Services Revenue Boost

If Apple does pursue this project, it wouldn’t be surprising if the service is launched under the iCloud umbrella. Not only will this new service expand iCloud’s scope beyond consumer storage and into the lucrative enterprise services space, but it could also significantly boost Apple’s growing services revenue stream.

Apple vs AWS: Could Apple Really Take on AWS?

While it remains unclear whether Apple is still on board with the idea of launching its own cloud infrastructure service, the fact that such discussions reached an advanced stage suggests the Cupertino tech giant is seriously exploring how to leverage its hardware advantage in the cloud.

Could Apple disrupt the cloud space with its M-series chip advantage? Share your thoughts in the comments below.