Text messages and apps are not synced with iCloud. Your messages are included in the backup and can be restored to your phone by restoring to the backup. Your apps should be in your iTunes library and can be synced back to your phone. Or, in the case of an iCloud backup, when you restore to the backup your apps will be redownloaded to your phone from the App store, assuming they are still available.
To restore to an iCloud backup after a phone has been set up, you have to go to Settings>General>Reset and tap Erase All Content and Settings, go back through the setup screens again and when given the option choose Restore from iCloud Backup. To restore from your iTunes backup, right-click on the name of your phone on the left side of iTunes (if using iTunes 11 first go to View>Show Sidebar) and choose Restore from Backup.