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I have seen this done in a way that makes at least a bit of sense. My EUC (electric unicycle) came software locked to ensure that the motor didn't engage if it somehow turned on during transit. Removing the lock required connecting it to the manufacturer's app, but after that was done, I could use third party apps for everything else. Sure, there are other ways they could have done this, but this way ensures that the motor could not be engaged without human intervention.
There's a call for you... line 2.
It will get worse than this and I’ll tell you how:
At some point Apple may be forced to allow alternative app stores.
Win for consumers, right? Hahaha… nope!
Because now the device you just bought not only requires an app, that app is only available at the shady AppStore that some salesman convinced a CEO to use or whatever.
So now you need an account with this new App Store who surely protects your privacy and is held to the same scrutiny as Apple. /s What could possibly go wrong?
Oh and it won’t be your device just for you, it’ll be your new washing machine or car or spouse’s car or the refrigerator or something else that you can’t easily return/your family won’t see the big deal.