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Apple has always been about delivering a comprehensive consumer experience. It’s unwilling to cede any opportunity to be able to create an unparalleled service or collection of products to keep consumers within its own garden. Lately, companies like Google, Microsoft, and Amazon have picked up on the idea and are trying to do exactly the same thing by offering similar propositions. Fast Company’s Brent Schlender however thinks that Apple’s iCloud keeps it ahead of the competition.

Does this mean Apple fails to effectively promote iCloud or these are just ignorant people?  iCloud is of course Apple’s online service which provides backups for iOS devices and lets people access their photos, music, books, documents, and more from multiple iOS devices as well as from Mac and Windows computers that are signed to the same account.

For a service as significant as iCloud, it’s crucial that Apple makes it more visible so people would know what they’re getting when they buy an iOS device. Although admittedly there will always be people who are ignorant no matter how clear anybody tries to explain anything to them.

As the competition in the cloud heats up, Apple is rumored to be preparing a major upgrade to its popular iCloud service. After languishing for over a decade under various monikers and collection of services, Apple may have just hit the right notes with iCloud. At the moment iCloud offers an email service, a cloud-based contacts list, mobile and desktop instant messaging, photo synchronization, device backup and locator, and a storage service for applications. iCloud members get 5GB of free space with paid options for additional space.

Following a leak last week of a web based reminder and notes apps on the beta site of iCloud, more services are said to be coming to iCloud, which is expected to be part of the upcoming iOS 6 announcements at WWDC in June. The Wall Street Journal reports that iCloud will feature photo and video sharing services that could put it in competition with sites such as Flickr, Facebook, 500px and others.