It only seems like a naturall step, it allows them to sell content (styles) while the app still requires you to buy and own Roland hardware with a certain soundset..
In the end, this ipad app, will allow them to pull back from the arranger market enirely yet still sell their more professional hardware to arranger players...
There will also be a new totl workstation at musikmesse, and the ipad app will be part of this.