It is a tie-in to Apple's $99/yr. MobileMe service. You can locate the phone on a map and remotely display a message or play a sound.
Ah, alright; that makes more sense. Journalism fail.
Re:Apple rolls out new MacBooks, drops prices
by ZeroGravitas on Tuesday June 09, 2009 @05:28AM
(#648782)
The key missing element is that it will make noise even if in silent mode. Obviously just ringing a lost phone has been a standard "feature" since the first mobile was released.
What? Is this a parody?