In some ways, "Cloud, by Apple" would have been better because it could have had a subsidiary tagline 'open to anyone' -where iPhone, iPad are pretty solidly walled garden devices.
I'm not in marketing. I am sure smart marketing people would point out downsides. I just think iCloud "says" -not for me, unless I have an iPhone.
If I had to assign a dollar value to being able to use this feature on my phone, it would be pennies per month.
Apple don't sell the Roku or Chromecast devices, basically. So, for Apple TV it's clear you don't have to be iFriendly only.
Probably I'm seduced by how amazingly cheap 1TB of Apple cloud is, compared to the others. Its a LOT cheaper than Google 1 or Microsoft's offering, discounting all the other side benefits.