We just had an article saying iOS was like 60% of phone activations in businesses, right? Some companies could use that to steal datas from competitors, or stuff like that.
Yes this is a pretty bad vulnerability, maybe it doesn't affect everyone (obviously not since you need provisioning profiles and stuff like that installed). Like, just make gmail or any other app crash.
The average user would delete it and reload it, but the malicious code would have been executed without the user even knowing something bad happened.
(But hey, since people seem to be obsessed with China/NSA, maybe they used that thing for years to steal all our datazz 😀)