You’re not thinking it through. There’s a rich enterprise ecosystem for MDM. Microsoft, Google, Omnissa, IBM, etc.

They don’t want to compete with those partners, and wouldn’t be effective if they did. But, there’s a gap of smaller companies and institutions where they benefit from MDM capabilities but don’t have the budget or wherewithal to even know how to shop for MDM.

So they spend a bit of money, give Apple Store reps something to do and add an incentive to buy another iPhone.