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December 06, 2013 AT 10:16 AM
After months of speculation, Apple today rolled out its iBeacon technology in all of its 254 U.S. stores, allowing the company to send notifications to shoppers’ phones based on their location within the store. The technology, which sends data to phones via Bluetooth Low Energy from iPhones, iPads and other third-party hardware Apple has positioned around its stores, will initially be used to prompt shoppers who have installed the Apple Store app and agree to be tracked to take certain actions.