Remember those rumors about Apple doing an end-run around the carriers? You know: how it would offer its own "soup-to-nuts" wireless service? Well, about that. Here's Apple's flat denial: However, what if Apple's planning a more innovative approach? What if its wireless service wasn't cellular at all? Last year, the company launched an own-branded Apple SIM card that allows consumers using its iPad tablet devices, but not its phones, to switch services between network operators.