MS have wanted to get people onto subscription style licensing for a long time now (since at least the software assurance days) as it's predictable and repeating revenue.
The other element is the one you point out, companies that move to Office365 are more likely to choose Azure over AWS as there are synergies (like being able to us Azure AD for both) which make it a good idea.
The growth in cloud probably has a way to run as more companies come up to renew products and servers and move them to the cloud.
With Apple I guess the forward picture is more tricky. Their main hardware markets are a) getting saturated and b) getting more comptetive
For services, I'm not sure they have as great a story. I use iCloud as it works well with my iDevices but I'm not that wedded to it.