Other than additional storage space, the main additional feature provided with an annual fee by Apple (and formerly Amazon.com) was "scan-and-match", which examined music files on a computer and added a copy of matched tracks to the user's music locker without having to upload the files.
Google provided both a large amount of storage space and the scan-and-match feature at no cost.
Amazon was the first of the initially-significant players to launch their cloud music locker service, in late March 2011, and the first to discontinue it, on 30 April 2018.
Google launched their service less than a month and a half after Amazon, also without obtaining any new licenses.
However, Apple had negotiated ahead of time with the major record labels for new licenses.