But to answer your original question: Apple doesn't build their own flash. If Quantum built a flash storage product, they would probably do the same.
Also, to downplay the benefit of a flash-based product based on solely on price is short-sighted, 1980's thinking. iPad is an expensive tablet, but is also the most successful. Why? Because it gives the buyers what they are willing to pay for.
Consider a flash-based rack-mountable storage product with 1/2 the form factor (or less) that of a traditional one in a filled-to-capacity 1/4-mile square datacenter. Not having to build and maintain a new huge datacenter to expand capacity is a HUGE cost saving that COULD justify for some buyers the additional cost and limitations of flash technology.
The laggard tech companies are the ones that focus on the cost of product at the expense of giving customers what they might desperately need. Time will tell if Quantum is a laggard or an Apple.
Quantum isn't a "storage company"? I buy products from Quantum specifically for the purpose of "backing up" and "archiving" my data to "disk and tape" storage. Maybe Quantum doesn't manufacture the disk and tape, but that doesn't mean that it's not a storage product company. Identity crisis? That's even worse than not going beyond 1980's price/performance/reliability thinking.