I'm with mongoos150 on this one. I think Apple is going to offer some new services. Time will tell.
New unannounced services or new services? The notification traffic increase should be factored in as something that is "known" and upcoming.
Think about it. If every iPhone on the planet is swapping a couple of bytes every minute or so, then as the iPhone population goes 10, 20, 30 million then what is on the other side of that? It isn't how many phones are out there now. It is how many phones are out there 5-6 years from now. Don't buy data centers this size every year (or every two or three ) unless you are some kind primary "cloud" provider. For example if Apple got 1-2% of the Indian and Chinese cell phone markets the numbers could explode easily.