Apple planning location-aware App Store?

A new patent application filed Thursday by Apple suggests the computing giant is planning to introduce location-aware services tied to the iPhone's App Store virtual application storefront. United States Patent Application 20090063293, entitled Dynamic Presentation of Location-Specific Information, seeks to patent "improved approaches to allow a portable electronic device to dynamically present location-specific information while the portable electronic device is at a predetermined location... In one embodiment, the portable electronic device has a display that can display the location-specific information and has wireless capabilities for use in receiving the location-specific information from the server. The location-specific information can, for example, augment other information that is to be presented on the display. In one embodiment, the location-specific information can be information pertaining to a media item being played in an establishment, such as a store, where the portable electronic device is located."

The dynamic presentation concept is closely aligned with the "Now Playing" feature that Apple introduced on its iTunes music store in late 2007. The service enables consumers visiting Starbucks coffeehouses to log into iTunes via iPhone, laptop or iPod touch to instantly browse a location-specific iTunes menu displaying information on the song currently playing in-store and purchase music from the Starbucks playlist.

Location awareness and improved user relevancy appear to represent the next evolution of the app store concept. At last month's Mobile World Congress event, Nokia confirmed the launch of Ovi Store, touting a customized and contextually relevant user experience determined by factors like personal contacts and physical whereabouts (or as Nokia calls it, "Social Location"). Consumers can activate social discovery features to receive updates and recommendations on content enjoyed within their social networking circles--in addition, Ovi Store will present content and applications tied to the user's present location. "The central idea is that the media you consume is no longer just about what you bought, but also where, when and who bought it," said Nokia executive vice president Niklas Savander.

For more on the Apple patent filing:
- read this Unwired View article

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