View in HD at . iCloud email allows you to freely add some text to your regular email address to create unqiue addresses that you can use on an as-needed basis. So you can use a slightly different email address when you sign up for a service and easily identify if that service is sending you spam or seling your information. You can also use this to organize legitimate email by filtering into groups that use the same address. However, there are some downsides too.