I think it's perfectly reasonable to only offer the free data plan to people who buy (not rent to own) an ipad. However, it is really confusing. An Ipad is not a big ticket item that should require financing. If you are going to go that route, honestly, the best way to handle this was probably to add a premium to the "rent to own" plan.. I mean why finance an ipad for 2 years for free? There will be *SOME* level of payment delinquency and they are not charging anything at all for the financing, so there is no way to recoup this loss.
If they charged, say, $100 extra over the term of 2 years, then that would give them $100 to cover the monthly data allotment for these people that can't afford to buy an ipad outright, and still allow them to offer "free" data to everyone.
If they charged, say, $100 extra over the term of 2 years, then that would give them $100 to cover the monthly data allotment for these people that can't afford to buy an ipad outright, and still allow them to offer "free" data to everyone.