They change the way the phone behaves, adding themed features like games, theme-specific ring tones and other goodies.

FORBES: Magazine Article

Mr. Jay asked Mr. Murdoch if he had a "cavalier" attitude to corporate governance in relation to phone hacking and added that there had been a "consistent theme" of a coverup at the company about the extent of the paper's wrongdoing, which first publicly surfaced in 2006.

WSJ: Rupert Murdoch Says He Was Misled on Phone-Hacking Scandal at News of the World

While the phone runs BlackBerry 7.0, it uses an exclusive Porsche Design theme and every PIN begins with a P, which makes it easy to identify other high-end users -- just like you're part of a swanky, exclusive club -- and you can BBM your fellow P'9981 buddies while they're finishing up their 18 rounds.

ENGADGET: BlackBerry Porsche Design P'9981 hands-on (video) Mobile