First, Apple streamlined its Genius Bar reservation system online. Now it is saving you the 10 seconds of time it takes to walk to the Genius Bar and check in with a human Apple rep.
A Tuesday update to the Apple Store app adds a Wi-Fi check-in option called Concierge. Users with an iPhone, iPod touch, or iPad running iOS 4 or higher will be able to check in with an Apple store representative and gauge the wait time as soon as they step foot in the door. That is, unless the device is broken (why else would you make an appointment at the Genius Bar?)
The story was first reported by MacStories.
Basically as soon as you enter the store, you'll receive a push notification to check-in immediately. Apple employees will be alerted and can inform the customer of his or her position in line.
According to MacRumors, Concierge is really just a test of a powerful new location-based app for which Apple received a patent in May. The opportunity here is more commercial: when an iPhone/iPod user enters a store, for instance, companies can push relevant content to the user's device based on where he or she is standing.
Apple acknowledged as much in the App Store description. "With Location Services on and the Apple Store app open, Apple will use your location to identify nearby Apple Retail Stores and to offer additional services when you are in a store," Apple said. "If you have previously opted into the Apple Store app using location but do not want this new feature, you can update your Location Services preferences in General Settings."
Other updates to version 1.1 of the app include: the ability to add engraving and gift wrapping to select purchases from the Apple Online Store; reserve products for pickup at an Apple Store; and add Apple Retail Store reservations directly to iCal.
The app is free and available now in the App Store.