The patent publication describes a technology that can actively supply power and data to “an electronic media device while the device is housed within the active packaging...” This allows for a number of possibilities such as a useable and visible display, wireless firmware updates and other data content. This could very well mean the end of Apple's simplistic white box packaging, and the beginning of a more active shopping experience.
While the patent publication is a little vague on the exact details, the packaging itself responds to user movement and is loaded with sensors which can track whether it is placed in the front row of a stack or the back. The display is also activated or shut off depending on if the sensors sense sufficient or insufficient movement. If the media device is the first in the row in a stack, it will be capable of streaming content to the display wirelessly.