Even the biggest fans of the company have not always been satisfied with the functionality and performance of Apple's iCloud services. Especially when compared to competitors such as Google, Amazon with its cloud service AWS and Microsoft with Azure, Apple always seems to fall behind - which is why we put together a list of the best alternatives to iCloud.

By contrast, those companies can point to rapidly increasing sales and user numbers - Apple itself is one of the largest AWS customers and, in addition to its own servers, relies heavily on the infrastructure of Microsoft and Google too. But it looks like Apple has some big plans in this area, based on new hires and other rumours.

Just last year Apple built a completely new office in Seattle where around 2,000 Apple employees work, including on iCloud. The firm's investment in this area is also shown by prominent poaching from well-known rivals, as well as job advertisements: if you enter the keyword 'cloud' in Apple's jobs portal, 282 jobs are listed, mostly in Santa Clara.

When it comes to technologies, Apple relies on the familiar, seeking developers with knowledge of AWS and Google Cloud, Python, Java, Ruby and Go.

In the last few months, Apple has recruited many well-known developers with cloud expertise; the prominent Google developer Kelsey Hightower described it as an "all star hiring spree". This includes many former Google Cloud developers such as Francesc Campoy, who worked as a developer for Go, the programming language developed by Google for cloud computing.

A number of developers from Docker have been poached by Apple - such as Michael Crosby, according to The Protocol - and it has hired employees from Amazon AWS too. These include Maksym Pavlenko and Arun Gupta.

Our take on this that while one shouldn't perhaps expect too much from Apple in this area, it is reassuring to see the company investing heavily in the further development of its server platform. After all, Apple has some catching up to do.

This article originally appeared on Macwelt. Translation by David Price.