Apple previously wrote up a guide on how to do all of this stuff manually, but soon software will be involved, making it a much more aggressive-seeming ploy. And the exclamation mark is the note on the screen of the app that says, "You can recycle this Android phone for free at any Apple Store." Ouch.
Given its placement on the iOS 9 preview listing, it seems likely that this app will launch with the new OS sometime this autumn, making it an ideal companion to the iPhone 6s or 7, or whichever new handset Apple releases alongside the OS. And imagine if the Apple Music app on Android points users towards this app as a friendly suggestion. We're certainly curious to see how hard Apple pushes potential new customers towards its hardware.