Synology is selling an experience, like Apple, not hardware. It's a plug-it-and-it-works private-on-premise cloud. They are not competing with Google or Apple i

Synology is selling an experience, like Apple, not hardware. It's a plug-it-and-it-works private-on-premise cloud. They are not competing with Google or Apple in the sense that customer usually decide on-premise or cloud-based and only then look for a solution (prices are on the same scale, so the reason to choose one over the other is usually not price).