Eye-Fi functionality comes to iPhone via new application

We'd be fibbing just a wee bit if we said that Eye-Fi functionality for the iPhone has always been imminent, but now that it's real, we suppose we aren't too surprised. Announced today at Macworld, the Eye-Fi application will enable iPhone owners (that just so happen to also own an Eye-Fi card) to upload images taken on their handset to their computer and the web. Reportedly, the app will allow users to aggregate all of their photos from both the iPhone and a digital camera into "organized folders on a computer and to one of 25 online photo sharing and social networking websites." The app is also said to support geotagging just like the Eye-Fi Explore, though two crucial bits of info are sorely missing. First off, what happens with folks that don't own an Eye-Fi card? And second, when is this app even coming out?