If you read the summary this seems to be more related to trademarks than it is to patents.
These seems to be mostly to do with a corps ability to plan marketing material for a product before launching it and still having it be a surprise. Seems reasonable to me, especially for things such as 'Siri' or 'Apple Watch'. Makes things a bit more concrete in a legal sense as well since you don't have some trademark argument in the event somebody tries to swoop in and take it - you haven't registered your intent months before in the other jurisdiction. In the meantime you get your product ready to ship and send it out the door. You get your marketing surprise with your fancy reveal. In the event somebody leaks it you don't have to worry about rushing off to file it.
Seems almost like this should be built into the trademark filing process - the ability to register intent to use a mark and keep it secret for some amount of time (say 3 months or 6 months).