Tools to help string threads through cloth or beads have been around for literally, thousands of years.
Interestingly enough, the basic design of a sewing needle has changed very little over the course of that time. What has changed are the materials. Where once bone was used, bronze replaced, only to be replaced again by steel and plastics.
Now a new type of sewing needle is made through the use of flexible metals. There is no information on the metal, but its behavior looks curiously like Nitinol, the shape memory metal that is used in many life saving coronary stents.
Very cool design, though I can see that pressing on the top could be difficult for folks with sensitive fingers.