Someone with a lot more brains will offer better suggestions, but I'll give it a go.
Suppose a cell service in an area is getting crippled by the amount of video transfer to smartphones? Provisioning might help balance the load so non-smartphone owners get reliable coverage.
Suppose a virus is transmitted phone to phone via a specific service?
Suppose Cell Company A doesn't like Content Provider B? (this is one of the issues at the heart of the net neutrality debate)
Suppose a cell company wants to provide service in China, except the Chinese government doesn't want its people to have ready access to free speech or porn?
You can argue that cell companies should upgrade, offer more security, get along or overthrow the Chinese government, but that's not going to happen right away. In the meantime, Apple is trying to make a little coin. Somebody has to do it.
mt
