If those business apps [1] take off, IBM gains the solution and the customer, while Apple gains valuable beachhead front property in the war on Microsoft's soil.
The iPad Pro, Pencil, new connector, not to mention force-touch and split screen have a likelyhood of sealing the deal.
For an example, see http://www.pcronline.com/eurointervention/textbook/pcr-textb...:
"Get the iPad application for only $149.99"
Maybe that is just a web site in an app with limited interactivity, but there definitely seems to be competition in that market. The disadvantage of free updates in such markets may be more than balanced by the advantage of very limited ability to resell apps (the easiest way I know to resell apps is to create separate iTunes accounts for each app, and let te buyer set a new password for that account. That becomes impractical soon, of you have tens of apps)
That 3D knee visualization, to me, seems a clear indication of that.
"Our Windows app runs fine on Surface" is a better story than "Our Windows app doesn't run on Surface at all".
The risk with Apple's approach is that companies will think "it's too much work to make a custom UI for such a small market".
I guess time will tell who wins this. Possibly, things will go like they went with Mac OS and Windows: some companies decided to build applications for the Mac, thus forcing others out of the market, and making it easier for them to develop Windows versions. Another possibility is that the way larger market in 2015 vs 1985 and the existence of many existing iOS apps makes more companies decide that developing a custom UI for iPad Pro is worth the effort.