Apple’s new iBeacon technology has tremendous potential in the retail space. Retailers can use the technology, which allows for the creation of a Bluetooth Low Energy (BLE) beacon that emit signals iOS 7-powered devices will automatically react to, for a variety of important functions ranging from discount notifications to tracking consumer habits. There’s also a darker side to iBeacons, should the technology be misused. While a handful of companies have already begun adopting the technology in their stores, The Associated Press on Friday reported that Apple itself will now be rolling iBeacons out in its 256 U.S. retail stores beginning immediately. To coincide with the move, the Apple Store app for iOS has been updated to support iBeacons and related notifications. Screenshots of the new iBeacon alert configuration screens from 9to5Mac follow below.