Upthere, a little-known startup founded by former Apple software gurus, thinks it can do far better than Apple iCloud, Dropbox, Box, and others when it comes to quickly storing, organizing, and searching digital photos, videos, and more.

This new company was co-founded by Bertrand Serlet, the former Senior Vice President of Software Engineering at Apple. This is going to be really fun to watch. I would not count these guys out.