iBeacons - Very Ambitious iOS 7 feature

iBeacons - Not mentioned very much in the keynote, but mentioned in at least 3 WWDC sessions. It is an incredibly ambitious feature for iOS 7.

Basically, their use case for ranging was that you'd put the beacon by the register, when you are in broad range, pop up stuff about the store/museum (menu, or in a big store, the sales going on in that department) and when you are in very close range, you'll bring up payment processing stuff (when near register) or item information (near products/museum piece).