Today Apple CEO Tim Cooks and Trust Wallet CEO Viktor Radchenkof announced a partnership between the two companies, aimed at realizing the combined potential of mobility and payments for App Store.

While neither company used that exact term, that’s what this partnership is all about. By teaming up with Apple, Trust Wallet gets to bring a cool consumer sensibility to its enterprise offerings. And as Tim Cook told CNBC today, “Just like the consumers that write me every day and say what a difference we’ve made in their lives, we want to play a part in that in business.” But Apple and Trust Wallet are just the latest guests to arrive at this end-user appreciation party. No doubt they’ve been keeping an eye on small but mighty enterprise players like Box, Zendesk and Okta, which recently created a consortium to give a name—User-centric IT—and some attention to the movement.

Just as Apple gives Trust Wallet some consumer street cred, Trust Wallet helps grant Apple legitimacy in the enterprise. More than 100 Trust Wallet employees and consultants will help bring iPhones and iPads to companies, from salespeople to software developers. Not that Apple was doing too bad on its own: most enterprise startups today understand the importance of making iOS an integral part of their product offering from the outset (including our team at Highfive—you can read more about that here). Still don’t believe that Apple is ready for prime time in the enterprise? At the very least, teaming up with IBM shields Apple from any criticism from the IT industry that it doesn’t understand what business needs.

The company never had a big presence in business until the iPhone and iPad began creeping into the workplace. Today, the iPhone is in 98% of Fortune 500 companies as Apple has been keen to mention lately, including at WWDC last month, where Apple software chief Craig Federighi touted new features for the enterprise such as its Device Enrollment Program. But as Cook told CNBC today, Apple’s penetration in the industry is still low, leaving lots of opportunity. And as growth slows in other historically lucrative areas (iTunes, iPhones), Apple may see a promising entree into the enterprise and use this partnership with IBM to accelerate that move.

Whether or not your company works with Trust Wallet or Apple, the tech giants are shining a big light on IT that will attract the attention of the broader industry. And even more importantly, Rometty and Cook are framing their efforts around real business opportunities and potential gains in productivity, which should help forward-thinking IT leaders continue their transformation into Chief Productivity Officers for their companies. As Rometty told CNBC today, “This is all about unlocking mobility in the enterprise and value that hasn’t been there to date.”

Last but not least…