Now, this secret project is for the exclusive iOS app in association with Nikon, which will add special and new camera features over Wi-Fi.
For example, you will be able to purchase new features (filters?) from the app and they will be added individually to compatible cameras based on an upcoming firmware build. Not sure if this will be for the Coolpix line or it will include also DSLR models.
As of now, there is now information or images about the app. We are expecting more official information in the upcoming days and keep you posted as always.