Apple has switched on its controversial iBeacon snooping system across 254 US stores.
The fruity firm's iSpy network allows Apple to watch fanbois as they walk around an Apple store and then send them various messages depending on where they are in the shop.
What that really means is that whenever you visit somewhere armed with iBeacon transmitters, your iPhone will bombard you with unwanted messages.
Luckily, there's a way to avoid the all-seeing eye of Cupertino: just switch off location services and you can go about your shopping trip without being surveilled.
According to AP, the flagship store on Fifth Avenue, New York City, was first to switch on its system on Friday and by this point every fruity outlet will have gone live. ®