From a business perspective, including Apple, it may be easier to just use someone else's technology in your own products. (eg Siri using Nuance.) Yet, when it come to Apple maps, Apple develops their own maps application, while it probably gets the data from mapping services like TomTom, or others.... as well as their own. WHy can't Apple do it all themselves ? I know its easier using other tech that's already out there, but if Apple can go head to to head with Google maps by making THEIR own app, and having their own cars for map views, why can't they do the same thing across the board with everything.. including DuckDuckGo, which is used by Apple, but its was not developed by Apple. Apart from the whole privacy factor, what one company may share to the other issue. why else wouldn't Apple want to do this all themselves.. Hire people who used to work for said company, but don't use THEIR technology, Apple builds their own. and train new people how Apple's tech works. That way, Apple can build it to how *they* see fit.