Apple has already announced that it’s got 100 million signups for its personal cloud service, iCloud, and repeated that today. Now Apple supports movies — in addition to TV shows and music — in iCloud. Apple added PhotoStream to iCloud support in Apple TV, including the previous black Apple TV, with the new Apple TV software update. With the new iOS iPhoto app, I believe Apple will use iCloud to sync albums and the new journal information that displays weather information from the date a photo was taken — although full support will probably require an update or new version of iPhoto on the Mac.
Apple’s vision of personal cloud deeply integrates across Apple products and a wide range of personal and purchased content, including books and iTunes U-class materials. It’ll be interesting to see if the company opens up any API access. My hunch is that Apple will create tools and an app store for iCloud to interact with the personal content in the service rather than do large-scale API access.