The company developed their own delivery system in order to become independent
Apple users have often had problems with music and video coming from third party sources. There are a lot of reasons for this, but now Apple is making sure that their own content is by far the most appealing.
In order to do that, they are using their own content delivery network now, rather than sticking with the third party services they have used in the past. This is especially helpful as they are preparing to release major software updates to both iOS and OS X this coming fall. They seem well prepared, though, since they have built a network capable of handling up to ten times the data that they are currently using.
According to the analyst reporting the delivery network, Apple is interested in keeping their customers happy, but they would also like to have the ability to stand up to internet service providers. ISPs are causing a lot of trouble for several companies at the moment, with Netflix being one of the most high profile cases. With their own network, Apple can push more for delivery systems that they want.
Of course, this will also mean Apple content is delivered faster than ever. iTunes movies, music, and more will be playing a large role in some of the new directions the company is taking, so it is important that they are capable of handling it properly.