Agreed. This is a pet peeve of mine. There is one and only one legitimate use for a SSN, and that's so you can be identified upon retirement and awarded your social security accordingly. But that has spilled over to the RMV, and banks, and then to other financial institutions, and now every company out there these days thinks it's entitled to your SSN every time you sign up with them for anything. Utilities, cable internet, cell phones, you name it.
A word of advice. None of these companies, including apple and AT&T, need your SSN. Don't believe them when they tell you they do. It's a lie. Moreover, the more times you give it out, the greater the risk you place yourself at. I know this might sound paranoid, but think about how many places that number lives by now. And if some crook steals it, it's not like losing a credit card. They can wreck your life with that number, and it can take years to sort out.
Don't buy in to this crap. Just say no to giving out your SSN.