https://www.theregister.co.uk/2018/12/04/google_wants_to_lure_you_onto_its_esim/

Last week Google took its virtual global MVNO, formerly known as Project Fi, out of beta and began supporting the service on third-party handsets, even Apple's iPhone. It's now called Google Fi.

This week it announced pre-packaged deals for eSIM provisioning for its own pricey Pixel phones with EE, Deutsche Telekom and independent OTT providers, like Truphone. The two moves are orthogonal; all they have in common so far is they both seek to uncouple the hardware from a service contract. But then so does the basic concept of a SIM card designed into GSM.