iCloud is Apple's answer for Google and it's increasing market share.
Give people free email, free calendars, free photo storage, safe backup, and free texting and they'll be yours for the taking.
Give them superior devices that integrate seemlessly and you'll have them trapped in your ecosystem for life.
Not so much older folk like most of us, but the youngin's. My 10 year old can walk through life PC-free with an iPhone and an iPad and a free iCloud app suite and never need to know that gmail or Google is. Microsoft, Outlook, external USB backup, Netflix too for that matter. That's the Apple endgame here. Be for mobile what Google and Microsoft are for desktop. Less than 7% off all mobile devices are smartphones. Just getting started in this space.
BJ