Exemplary methods, apparatuses, and systems of packet processing utilize an ordered sequence of packet processing services to process a packet having a destination. The packet is a native, non-proprietary network packet that uses a standard network protocol and standard packet format. The packet processing services include a plurality of physical and/or virtual services. The ordered sequence is determined by applying one or more policy rules. A virtual service insertion platform manages routing of the packet to each service in the ordered sequence of services until all services have processed the packet, then the packet is forwarded to the packet destination.