While Google’s offering has a lead (the Apple team would claim they have a lead in enabling multiple floors in their indoor model), it’s important to understand what Apple have announced now, versus what is likely to follow. What is currently on the table is relatively limited and innocuous; it’s the open-ended commitment that is the dangerous thing. All Apple have announced today is a program that will enhance the accuracy of their Core Location API. The venue owner provides scaled CAD drawings of their property and permits a survey with an app that uses a number of the phone’s sensors and radios, including Wi-Fi to map out the indoor signatures that will enable better positioning. There is no direct reference to Bluetooth beacons. Apple characterize the role of the beacon more as a trigger for proximity events, but beacons can be used to triangulate and infer more accurate positioning if their location remains static. You can afford to install more Bluetooth beacons for these purposes than Wi-Fi access points, so the beacon is of particular significance going forward. This API enables any third party application that needs to establish the floor number, latitude and longitude of a user, be it apps from a mall or airport, a retailer’s app, a brand’s app, airline apps, shopping or travel apps.