Yeah, super curious as to what Apple is cooking in that department, I'm sure they are thinking about it a lot. For now their policy is just to OPT-IN by downloading relevant app and giving it permissions, you will not get spammed by beacons for which you didn't download relevant app.

The recent iBeacon update to the Apple Store iOS app may hint at how Apple wants apps to behave. Basically, it's strictly opt-in, with copious information about the benefits, and obviously, possibility to turn the in-store notification off. I suppose in the future, as the customers get acquainted with the technology, there won't be the need to spell out the benefits, but the opt-in and strict user control are here to stay.