Apple's iCloud: awwww
So the speculation was wrong. Its not terribly surprising. Requiring people to buy a new device to sync their media would have been an impost, and Apple have a brand new shiny data center which will do the job nicely. Its a shame however, I was hoping for something a bit more personal. Wishful thinking!
Opinions seem to be that whilst its a welcome addition and will integrate seamlessly, its hardly anything revolutionary: Just well executed.