Further to this, Apple auditing that Uber is not abusing this permission is pretty easy: they could reasonably have Apple engineers embedded in the team at Uber – something that would make sense for the scale, Uber is a US company, based in CA, so dealing with it in court would be possible and a fairly well-defined process, Apple could even have engineers trace the application properly during App Store review to check what it was doing at runtime, or put very stringent requirements on _how_ the entitlement was used at the code level to make it easier for them to enforce usage.
None of that scales to the millions of developers they have on their platform, but for such a key application, for essentially marketing purposes for the Apple Watch product launch, sure.