Great pair of announcement catches by Engadget:
Eye-Fi SD flash cards have a built-in WiFi transmitter that can copy photo and video files directly from the card to a computer or a web service (with an annual subscription fee). The Geo X2 adds the ability to auto-delete files from the card after they are uploaded (Endless Memory) as well as a lifetime (no subscription) automatic Geotagging service.
The Apple Store exclusive angle is not directly noted on the X2’s product page:
It speaks specifically about the Mac in the first line. However the Apple Store angle isn’t noted there. If you head to the “where to buy” link and check on the Geo X2’s availability, you’ll get this message: Sorry, this product is not yet available. Coming in May at an Apple store near you.
Eye-Fi users who subscribe to the firm’s Hotspot Access service ($29.99 per year) can upload media from the SD card directly to a web photo service from 21,000 WiFi hotspots (AT&T).