Speaking as a software developer, this is some really nice work. It looks like a simple, seamless and even aesthetically pleasing process. You don't even need an iCloud backup, it's way faster than an iCloud restore, it transfers everything on your iPhone, not just what's available from your iCloud backup and iTunes purchases. You probably don't even need to be on WiFi, it's just a device to device WiFi connection like with AirDrop. You could clone your old iPhone to your new iPhone on the drive home from wherever you bought it.