IIRC, that's what Apple is trying to do: they'll provide all kinds of cloud services, but in a way that they know as little as possible about the content beyond what's vital to providing the relevant service.
Apple is trying to sell hardware, which a robust encrypted cloud experience tied to that hardware will do.
Microsoft is trying to make money from the operating system; since they're giving it away for free, they have to sell commercial access to third parties (ads in the Start menu? really?).
Google, well, I assume they're out to mine as much data as possible, whether or not it's user-specific.
