Note that they don’t use the word “sync”. I’m pretty sure they never once uttered “sync” during the keynote today either. The verbs they use are store and push.
The gist is that Apple considers syncing to mean peer-to-peer — something where every device is on equal footing. With iCloud, there is one official data store: iCloud’s. As Jobs put it on stage, iCloud’s data is “the truth”. This means no conflicts or merging. What you see is what iCloud has stored on a server in North Carolina.
★ Monday, 6 June 2011