I love it (via MacNN):

The GSM Association today unveiled an alliance for a common app store platform meant to challenge Apple. Known as the Wholesale Applications Community, the service will create an open, standard way of developing and selling apps across multiple phone operating systems and networks. The partnership will include phone builders LG, Samsung and Sony Ericsson, as well as 24 major carriers that include all four major US networks and major internationals like China Mobile, Orange and Telefonica.

First off, understand that this isn’t about making an amazing mobile application experience. This is what companies do when they face competition and don’t want to invest the time and energy to create something innovative.
Sure, on the surface is sounds great, but don’t be fooled.
Also:

GSMA explains the move as a bid to avoid “fragmentation” in the mobile app industry, where different operating systems have led to many apps only being available on some platforms and in some cases only for certain carriers.

What I see happening in the mobile phone industry reminds me very much of the events in Ayn Rand’s Atlas Shrugged. Specifically the “Anti-dog-eat-dog” rule that the railroad companies make for the common good of the public.
It’s bullshit.