I could be mistaken, but I think this is a somewhat weaker version of Android for Work, which shipped about two years ago, I believe (couldn't find the exact date). Perhaps Apple is doing something that AfW isn't already doing, but it's hard to tell from this article, which doesn't mention AfW at all.
I'm not sure of the differences between AfW and this either but I don't think it matters in the big picture. Instead, I see this as just one step in many that Apple has taken in designing their products around user privacy, when possible.
