We’ve already debunked the notion that QR codes are dead, but with last month’s arrival of the new iOS 11, it looks like this rumor has been officially put to rest.

What’s a QR Code?

QR codes are unique graphics that link to a website, landing page or other information source. Previously, in order to scan the code and access the data associated with it, iOS users would need to download an app specializing in reading QR codes.

About that iOS 11 everyone’s been talking about…

Among the new features Apple announced, the new iOS allows iPhone 7 and above cameras to read QR codes natively. With the software update, the device’s camera app can read the code and displays the data automatically in a pop-up notification. No app download required.

While this feature is new for iOS, it isn’t entirely unheard of. Google’s Chrome on iOS launched an in-app QR code scanner earlier this year and social media users may be familiar with SnapChat’s “snapcodes” which allow users to easily scan and follow others.

Check out this Forbes article to learn more about the new iOS 11 and 25 of its “secret” features.

How does this affect me?

Well, if you’re an iOS user, the capability to natively read QR codes allows you a way to connect your mobile device with the real world in real-time. Think about it. By using these codes you can: verify the goods you’re purchasing online are not counterfeit, send and receive contact information with a single click, learn more about a company or product, access directions and more.

But it’s also a powerful marketing tool, too. Because users can now have more convenient access to hidden content, this opens to door to fun guerrilla tactics, interactive print displays or more effective experiential marketing for businesses and brands around the world. For instance, we can imagine seeing a QR code in a comic book to promote the new Wonder Woman movie or a treasure hunt sponsored by a travel company with QR codes leading participants to the next clue.