I don't for a moment believe that that's the reason (more likely, it's the apps trying to prevent reverse engineering), but yes, there's a bit of a cat/mouse game where you can read traffic but HTTPS prevents that but you can add a custom CA but apps can pin certs but you can modify the app to fix that. But I suspect that for the appliance case, a business can just require that the vendor allow a custom CA and block any traffic they can't decrypt.