The Xbox community is pretty rabid and many use the service for way more than just gaming. As such Microsoft just released an app for iOS devices to give access to your account from anywhere. Not only does it increase the value of having a XBox account they slyly put WindowsPhone 7 on your iPhone.
The app itself is build using the Metro framework but it also includes the default nav bar from their OS. So visually other than the status bar at the top of the screen you’re in WP7 land. What a way to introduce the masses to WP7 without them having to give up their iPhones in the process.
Outside the visuals, the app is pretty impressive. From the animated avatar that reacts to your actions (shake phone, poke, etc.), to full access to your account including messaging and setting of beacons. Beacons on their own are a brilliant move, but together Microsoft has a killer marketing tool disguised as an app that you’ll want to use.