Let's face it, Apple changed the game with the App Store and the iPhone. Nokia followed with Ovi (which is improving), RIM with their version and of course Market for Android.
You didn't think that the GSMA and their members and some of their members, both carriers and handset manufacturers would stand around idly, while the upstarts made money and they didn't. No no. So the GSMA have developed a Wholesale Apps Market with the handset folks who are lagging in the apps world, but have massive production capabilities and massive sales.. Great idea, but many years too late. Everyone will be compared to Apple once again as they were the innovators who made apps work after so many before them failed.
Note who's not in the press announcement: Apple, Google, RIM and Nokia. Sometime's it's not what you say in those that matters. It's what's left out.