Maybe I have the wrong impression. But when I got a replacement iPhone 5 in the Tacoma Apple Store, the genius set it up and initiated the restore. I did not have all of my apps on the phone after that restore was done. I didn't care, and just synced when I got home.First off, I am able to do a complete backup and restore phones with all of my content. I get a new phone just about every year, and back up solely to iCloud. When I do a restore from iCould, ALL of my content is on the new phone exactly as it was on the old phone...
Also I don't see where Apple says you have a complete (or "full" ) backup when using iCloud:
"Learn how to use iCloud or iTunes to back up and restore the most important content on your iPhone, iPad, or iPod touch."
http://support.apple.com/kb/HT1766?view ... cale=en_US
iTunes says "Back up the most important data on your iPhone to iCloud."
This Apple article has a section on what iCloud backs up, but it's not clear on what it doesn't back up:
For example, iCloud backs up App data, but maybe not the apps themselves. This is what I think I got at the Apple Store.
This statement from the document is very clear about contacts, calendars, etc. as I pointed out above.
"Your iOS device backup only includes data and settings stored on your device. It doesn't include data already stored in iCloud, for example contacts, calendars, bookmarks, mail messages, notes, shared photo streams, My Photo Stream, and documents you save in iCloud using iOS apps and Mac apps."
iCloud: Managing your iCloud storage http://support.apple.com/kb/ht4847
iCloud backup tricks for the iPhone and iPad
http://www.macworld.com/article/2070256 ... -ipad.html
Troubleshooting creating an iCloud backup http://support.apple.com/kb/ts3992