I've been waiting for this. Seems like it is a self-contained cellular device requiring a subscription, which makes sense. I guess I am curious how I can be in communication with it. Will my contacts be texted from a new phone number? That seems like the biggest hurdle for me, as I'd just like to use my pre-existing cellular service that I already pay for.

I also find it curious that a former Apple exec formed this company. I'd assume Apple itself would want to pursue this internally, as such a device would be yet another killer addition to the iron grip of the Apple ecosystem.