Superseding my other answers and at risk of spamming the forum, here's my understanding of how this works:
The CloudKit page - https://developer.apple.com/icloud/cloudkit/ seems to split the usage quota into whether you are using the private or public database. Here's where I've got to.
Private Database per user quota:
As far as I can tell, this is all billed/calculated on a per user basis. As a developer, you will never be billed for usage of a user's private database. Also, If there is a group of users with crazy usage patterns, they shouldn't affect any of your other users quotas – just their own.
10GB Asset Storage (Photos, Videos, etc.)
100MB Data storage (Structured data in the CloudKit key-value store)
2GB Data Transfer (This is unclear, but I'm assuming it's calculated per month.)
40 Requests per second (I'm assuming a user will get throttled if they perform more than 3 requests in a 2 second period.)
Public Database all user quota:
Whilst Apple does provide an average 'per user' calculation in their calculator on their CloudKit page, I think this actually confuses matters.
This is because the 'per user' quota on the public database is an average based on Apple's definition of an active user – someone who has accessed your public database container within the last 16 months – rather than your typical Monthly Active Users (MAUs). This is actually a good thing, as those users that aren't retained bump up the shared allocation for your remaining users – for 16 months after they last used the app!
However, now when you create a 'per user' average of the quotas – they look more conservative than they actually are.
The truth is that for most apps usage patterns are going to vary wildly between super-engaged contributing users, casual users, and users that have churned never to return again.
With this in mind the quotas look pretty good:
1PB (1000TB) Asset Storage (Photos, Videos, etc.)
10TB Database Storage (Structured data in the CloudKit key-value store)
200TB data transfer
400 requests per second.
So, to summarise, I'd ignore the per-user average figures for the public database – they're a red herring. Do some calculations for your own app's usage patterns based on Apple's 16-month Active Users definition from the overall quota.