Apple didn't invent carrier free sims...
These mobile-free SIMs will make it easier to change carrier (hopefully with keeping your phone number)… While changing card on an unlocked phone is easy, you'll waste a couple of hours with porting your number (plus a day of in-between-networks limbo).
"an even deeper integration where Apple bills you as a virtual operator and constantly shops for the cheapest connection" is where things could get bad for networks!
Maybe, but i'm not so sure they'll head that direction on phones? Maybe in USA, but us foreigners will have a much harder time to do that i suspect.