Presumably it's an attempt (it's been around for a long time) to try and stop people logging into their accounts on other people's devices/computers and downloading and illegally sharing content. The 90 day association should only happen if you do particularly things on an account : View and remove your associated devices in iTunes
Your iPhone, iPad, iPod touch, Mac, PC, or Android phone automatically associate with your Apple ID and iTunes when you:
- Sign in to Apple Music with your Apple ID.
- Download music to your iPhone, iPad, or iPod touch in the Music app to listen to when you're offline.
- Turn on iCloud Music Library.
- Download past purchases that you made in the iTunes Store, App Store, or iBooks Store.
- Turn on Automatic Downloads for iTunes Store, App Store, or iBooks Store purchases.
- Turn on Family Sharing.
- Subscribe to iTunes Match.
When you try to associate another Apple ID with a device that was already associated, you might see a message that says, "This device is associated with another Apple ID. You cannot associate this device with another Apple ID for [number] days." Depending on when you associated your device with your Apple ID, you might need to wait up to 90 days to associate the device with another Apple ID.