An option to pre-load new devices with the users data won’t be available, but Gurman says it was in the works for a while.

He says it would have been called a “white-glove component,” and if the user opted into it, it would have arrived “preloaded with all of your data via your iCloud backup.”

Since the title doesn't mention the feature in question, it's having a device delivered to you with your iCloud data preloaded with it.