Sounds great for Apple and terrible for consumers. Who owns these devices after you buy them from Apple?Explanation is simple - most cloud gaming services have their own payments and app on iOS would be a simple "viewer" that does not make any money for Apple. Just like with ability to buy ebooks right within the Kindle app - you can't do it, since Apple can't profit from it.
This is way too similar to Netflix and they have no problem with it.