In the Q3 earnings Call on July 19, Apple detailed how it will pay for the iCloud services – it defers revenue from its devices. All sums additionally cover the costs for minor operating system upgrades.
$22 per Mac over a period of 4 years.
$16 per iPhone and iPad over a period of 2 years.
$11 per iPod touch over a period of 2 years.
In other words: iCloud is not really free, it’s just that Macs and iOS devices have become a little cheaper and now come bundled with it.