During an interview in Amsterdam, Apple CEO Tim Cook has said the company will not be exploring becoming a Mobile Virtual Network Operator (MVNO), as its "expertise doesn't extend to the network." It was rumored that Apple was looking to have its own branded cellular service option which would piggyback off other carriers in the U.S., but Apple likes to do things globally. This initiative is not one that the company could make work on that scale.
From Cook's interview (via 9to5Mac):
Our expertise doesn't extend to the network. We've worked with AT&T in the US, O2 in the UK, as well as T-Mobile and Orange, and we expanded as we learned more. But generally, the things Apple likes to do, are things we can do globally.
We don't have the network skill. We'll do some things along the way with e-SIMs along the way, but in general, I like the things carriers do.
So, it doesn't appear as though you will be able to pay Apple directly for your phone service anytime soon. Do you wish Apple would have ended up offering cellular service, or should they just stick with the hardware and software end of it? Let us know in the comments.