iTunes to Activate iPhone??

I'm waiting for my iPhone 6+ to activate and just noticed this message on the activation page:

"iPhone customers: To complete the activation process, tether your iPhone to iTunes® by downloading the latest version of iTunes software to your PC or Mac® and following the manufacturer's directions. You will be able to synchronize phone numbers, contact information, and other applications and features for your iPhone."

So I HAVE to use iTunes to complete the activation process?  I thought Apple did away with this requirement some time ago???