Of course Apple wasn't included. They'll make exactly the same thing, call it iSIM and brag about it till the end of days on how revolutionary it is...
Sounds like a good idea to me.
Don't want to be faffing around with SIM cards / miniture hardware in such small devices.
Of course apple will claim to have invented this after the fact -sue everyone!
So they skipped the step of making a physical universal reusable sim card and went straight to making a built in one. i guess it's a good idea but i still would like to keep the option of removable sim cards. at least for now so we can evaluate the pros and cons.
Apples standard is called the Apple SIM, non removable of course, wonder it hasn't seen the light of day yet.