The question Is phrased poorly because one can still use iTunes on a computer with features like iTunes match and movies in the cloud to add items to their iOS device without using a cable physically and it is also possible to get everything directly from your device without using iTunes at all, so I'm not sure if the question is about cutting the physical cord or about not using the desktop application. I myself use it without a cord most of the time, now that I've subscribed to iTunes match, and find that most often when I plug in my device it's to upload custom ring tones as those are not yet available through iTunes match and I don't buy ring tones from the iTunes Store.