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Apple Plans Ecommerce Coup

  • Forbes, Friday, December 28, 2007 11:30 AM

Apple has applied for a patent that would turn its Web enabled devices into an intermediary in ecommerce exchanges. The application describes a wireless system that would allow consumers to order products and services from their cell phone or media player, the goal being to avoid an "annoying wait in a long queue if the purchaser arrives before completion of the order." Say you wanted to buy a drink from your local Starbucks. Instead of waiting in line, you could just press a button on your iPod or iPhone and the system would alert you when your order is ready.

More broadly, the application describes a device that also would keep tabs on where a user shops and what he or she buys. Store partners would then collect and retain the user purchasing data, ostensibly to help Apple serve relevant advertising.

The new system would go far beyond the program that Apple announced with Starbucks in September. That deal allows iPhone users to press a button and wirelessly download songs playing in the background of Starbucks stores.

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