I read over in this thread:
That the guy stops fermentation around 1.010 because all of the fruit juices are 100% fermentable.
This is exactly what happened with my cider, not a lot of flavour at all. So I think next time I try this I'm going to try and stop it with a cold crash a little early and see how it goes. If it works I'll give it a bash with some fresh fruit, but if not I'll just keep backsweetening because I know it works!