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Both existing product lines (Apigee Edge, Google Cloud Endpoints) will continue and Apigee Edge will be fully supported -- both on-premises and in the cloud. Google is fully committed to supporting a broad range of API customer needs, ranging from the full-fledged enterprise support that Apigee customers have found critical in exposing on-premises services, to GCP customers serving APIs.
Apigee Edge remains an industry-leading, full-featured proxy. It is customizable, it is available on premises or as a cloud service and, importantly, features the standards and features that enterprises need: PCI DSS, HIPAA, SOC 2 compliance, SAML and OAuth2 integration, etc. It is often a key piece in a customer’s multi-cloud or hybrid-cloud strategy.
Edge will continue to be a great choice for enterprise customers, even those who are not using any other GCP services at all. It features a host of ‘enterprise’ features (PCI & HIPAA compliance, Active Directory integration, many more) and has its own (very rich) dashboards. It allows significant logic in the proxy itself so can be used to expose APIs from systems not originally designed for Web APIs (SOAP, XML, etc).
Google Cloud Endpoints remains a fantastic option that is well-integrated with much of Google Cloud Platform. With a thin proxy that can be automatically deployed in Google App Engine or in a container on Google Container Engine, it integrates with Google Cloud Logging and Stackdriver Cloud Trace.
Cloud Endpoints is primarily designed for companies who are already GCP customers and need authentication and monitoring for their APIs. It can be used for APIs on GAE, GKE, GCE or on-premises (or in another cloud), but is particularly tightly integrated for workloads running GAE or containerized workloads. It sends logging, tracing and monitoring information through Stackdriver so is well-suited for customers who are already using those tools. It is designed for serving web APIs (JSON/REST or gRPC), but not for exposing other technologies like SOAP APIs.
Google is committed to supporting the Open API specification, and both Apigee Edge and Cloud Endpoints respect API Definitions as the primary interface for describing APIs. This common specification format will make transition between the products frictionless.