If you use any Apple or Google services on your business mobile phone, you can claim these towards your expenses providing the item is being used exclusively for business use.
Example: Matt downloads a new messaging app which allows him to message several customers at once. He only uses it for business purposes, and it cost £2.99 to download.
The full £2.99 charge can be claimed as an expense
If you use a storage service, such as iCloud and subscribe to a premium monthly service, you can claim this as an expense, again subject to it being used solely for business use.