I read an interesting article here (wired.com) suggesting a theory that it is bandwidth issues which will prevent iCloud tracks from being available in streamed format. Whether or not Apple do indeed have an agreement in place with AT&T and Verizon is unclear, but this would certainly make sense, as an Apple streaming service would undoubtedly devalue price plans which limit mobile data usage. The hunger for mobile users to access more and more streamed content is already putting a strain on the networks (hence the data limits imposed) and such a service from Apple may not be sustainable given the current limitations.

How will people react to the iCloud service knowing that streaming is not currently on offer? Well, no new technology system is ever perfect and whether people think that a new technology represents a “good deal” has as much to do with the patterns or filters through which they interpret the world, as it does with reality. Certain people have a filter which predisposes them to look for “what’s there” in a picture, whilst others look for what’s “missing”.

People on either side of that divide are going to have different views on whether it matters that tracks cannot be streamed via iCloud. Equally, some people like to defer to authority in making up their minds about the quality of a product – they will be quite happy to accept at face value all the positive aspects of the iCloud service that Apple emphasises. Other people are more sceptical of authority and prefer to make up their own minds – these are people who might notice that iCloud lacks the streaming feature and factor it into their judgement.

We all bring these “filters” to bear when we are evaluating our experiences of the world, including when we are evaluating a deal. In this case whether iCloud appears to be a thing of beauty to consumers will be in the eye of the beholder.