Apple seems to feel about the mobile space like Microsoft used to feel about the PC space. Before Bill Gates retired he had threatened to eat up anti-virus services like Norton. During the span of Bill Gates' career numerous companies got eaten up. It was like the Sun would expand and eat up Mercury, and then it would expand some more and eat up Venus. Apple seems to be doing something similar.
In capitalism though, it is about the consumer. I am not an Apple person, so this does not affect me much.
I have had my cloud a long time. It's called the browser.