Last week we learned that Apple was rumored to be launching the latest app for its brick and mortar stores that would allow customers to shop right from their phones. The rumors are, in fact, true, as Apple released the app and now anyone can buy stuff with little interaction from Apple employees.

With the store app comes Personal Pickup, which gives customers the power to shop and, instead of waiting for a shipment, the goods can be picked up at retail stores. The company claims that purchased products can be picked up within an hour of purchase.

EasyPay is another nifty features that turns your iOS device to a point-of-sale gadget. Find something in the store you want? Simply scan the barcode of said item and pay for it through the iTunes App Store with your linked credit card. The only caveat is only select accessories can be purchased with EasyPay.

The Mac Observer had a chance to give this new feature a test run.

“The process is simple: once you’re in the Apple Store, connect to the Apple Store Wi-Fi network and launch the Apple Store App. On the front page is an ‘Easy Pay’ button. Press it and you’ll get a simple instructional pop-up on how to use the software,” writes TMO.

“Thankfully, for those prone to losing their phone, the app does ask for the three or four digit security code before completing the transaction.”

It's unclear how Apple employees will keep track of purchases made through the app. If customers have to show their receipt, then it defeats the purpose of the EasyPay system.

The Apple Store app runs on iOS 4.2 and higher. It is not optimized for the iPad.

The addition of in-store pickup isn’t exactly new. Best Buy is one of a few retailers that already offers it. According to BGR, Apple’s approach will be far more streamlined than its competitors. Now that it’s out, we’ll see if that’s true.