Dive Summary:

• Apple has launched mobile iBeacon technology which tracks consumers inside Apple retail store locations.
• The app can detect certain information from in-store shoppers and then relays relevant sales offers – like if a shopper is eligible for a mobile phone upgrade.
• The technology is also currently being tested by Macy’s and Major League Baseball.

Dive Insight:

To help ease privacy concerns among consumers, Apple says that the iBeacon technology will only work if authorized by each individual shopper and will not store tracking information. The technology will be capable of shadowing shoppers throughout Apple’s 254 store locations inside the U.S.