Apple initially launched iTunes to serve users of its music player, the iPod, but rapidly expanded its remit to all kinds of content: apps, audio book, e-books, TV programmes and videos.
Apple's iCloud could go even further and integrate features from Mobile.me, a move that would allow it to offer the first truly integrated, all singing all dancing, cloud-based content & device management solution on the market.
"Integration" is the keyword and if it is done right, it would allow Apple to offer a radically different approach from what its competitors - Microsoft, Google, Amazon - are offering right now.
All three aforementioned companies offer a piecemeal approach to the iCloud. Microsoft for example has Skydrive and Sync Center with Zune Pass, the Xbox and Microsoft Windows Phone brands offering disjointed, inelegant and user-unfriendly approaches to content and device management.
Which is where Apple's iCloud solution is likely to fit perfectly. iCloud could well mean the end of iTunes as Safari becomes Apple's main application.
It would not only do away with the bother of managing yet another piece of software (updates, roll outs etc) but would also increase the visibility of Safari as a browser and improve compatibility across platforms.
ITProPortal.com will be covering and commenting on the event as and when it happens from 1800 GMT tonight here.