Well, can't wait not having to bring the freakin tray-eject pin with me when I travel.
First, I thought this would be a bad idea. But then if it's put into a standard, then it would be as easy as selecting the carrier from the available signals (ie. similar to picking a specific network via network search).
Thing is, there are several things that carriers do right now to make good money. In some countries, carriers are selling "tourist" SIMs in airports. This is quite a money maker as you have tourists paying money upfront for the specific priced plans (usually quite "pricey" as they are loaded with things that you may not need). I assume with this eSIM, anybody would have access to all the plans the carrier has, thus allowing tourists getting the cheaper/less fancy plans right off the bat. Not sure if carriers would like that idea.
I was in the same boat as you. At first I thought it was a pretty bad idea.
Until I realised I was already using a eSim like roaming service called Knowroaming. Their sim sticker contains several profiles for each world region, so depending on where you land it activates the European profile (provided by a polish carrier), the Italian profile (provided by TIM), the US/Israel profile provided by Orange Israel, and so on.
In terms of "tourist" SIM cards, carriers already do this. They could enforce "tourist" tarriffs depending on the lenght of the service. In any way, the carrier will still earn more money than if the user was using their normal sim in roaming mode.
In terms of data when a user arrives to a different country, it could be solved two ways. The user could "buy" the new SIM profile before leaving their home country, OR, the local carrier could allow for a "guest" APN that would only connect to the carrier's network, thereby allowing the iphone to download tariff information and arrange SIM profile provisioning.
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The fact that AT&T approves of it tells me its bad for consumers.
AT&T and other big telcos need to approve of this because it going to happen with or without them.
By being in they actually have some say and some insider information. Otherwise the changes will be imposed based on decisions made by third parties.
It's not like they can just crawl back on the floor and have a child tantrum and wish esims away..