Among the initial wave of companies embracing iBeacon is mobile shopping platform InMarket. With its iBeacon system up and running, the company today named McCormick & Company-owned Zatarain's as one of the initial brands running a campaign using the technology at grocery stores in Southern California.

A stream of phony April Fools' Day press releases and announcements were issued today in what has become a spirited annual tradition among tech companies. Google in particular has become known for its elaborate and expanding number of April Fools' pranks. The April Fools' stunts, however, are becoming especially hard to distinguish from actual company announcements lately.