So that when operational service is announced by their partners, they have a meaningful announcement that will get worthwhile press attention. e.g. T-Mobile an

So that when operational service is announced by their partners, they have a meaningful announcement that will get worthwhile press attention. e.g. T-Mobile and Samsung might trot this out together (to counter Apple's announcement of emergency text for help by different means). It'll work better than if all the keywords have already occurred in media articles; it'll work especially better if they were testing on weird/old development phones or phones from different vendors than their chosen highlighted partners. Basically there's no upside in disclosing equipment, and there's a lot of ways it can be unfortunate.