Juli Clover on an apparently iOS 8 feature not mentioned in the WWDC Keynote:
One new feature sees the iPhone displaying apps on the lock screen based on location. For example, MacRumors readers have seen relevant app icons pop up while at or near brick and mortar locations like Starbucks and the Apple Store. While at a Starbucks, for example, the Starbucks app icon is displayed in the lower left corner of the iPhone’s lock screen, which allows the Starbucks app to be easily accessed.
I agree with Will Weinraub, this seems like it has massive potential — especially because it works for app discovery as well. Ladies and gentlemen, start your iBeacons!