A Concierge iPhone application. Sounds like a cool idea, especially if it helps folks get in touch with the folks at the nearest Apple store.
What I would find more interesting however, would be the option of being able to buy Apple products directly from the application. Now that would be enough to dazzle me personally.
Now it does appear the app will offer the ability of placing pre-orders, but anything beyond this remains unclear at this point. I am still not sure where all of this will end.