The patch released a short time ago is the beginning of the migration which aims to change the launcher from Origin to the new EA app.
You may still launch the game via Origin if you so wish to do so, But you will need to redownload the Origin client manually and then log in.
https://answers.ea.com/t5/Origin-Client-Web-Technical/Downloading-and-installing-Origin-Windows-and-Mac/m-p/11915666/thread-id/134033
For those wishing to continue using the EA app as the primary launcher, You need not do anything from this moment forward.
*no new content has been added with this patch and there is no content patches to be released at any time in the future*