As the article points out, "Identity licensing isn't new, and it's widely used for content licensed for other purposes or mobile devices." But it does not involve a license. I think the argument could be made that the distribution and installation of software based on identity began back in the 1970s with FTP servers. You can pretty that concept up with a graphical interface and make it a lot easier for the average person to use.
It’s funny that it starts by saying they “fundamentally change” the business, then say it’s not new. The headline is wrong, the story is right. It’s no fundamental change, it’s just a large company joining an idea that’s been around a long time and in actually rather heavy usage lately.