After a selective benchmark that only displayed the results where iPhone 4S excelled, Apple now tries to claim the title for "the first Bluetooth 4.0" phone. The FUD spread by Apple pretty much consists of obscure features such as collecting data from various sensors or connecting headsets, features that are available for everybody since bluetooth 1.0. Of course as with any bluetooth iteration there's lower power consumption and higher transfer rates - of course useful for phones that can actually beam data; so far the best bet is a jailbroken phone. It's unknown if Apple may allow sending files via iMessages to iOS only devices so Bluetooth is actually in the same status quo it's always been in on iOS.
Unfortunately for Apple, the file transfer and the remote SIM access protocols are parts of the Bluetooth standard and with those missing it simply "ain't got no standard", just the same way iPhone doesn't really have USB but that is another story.
Kudos Apple for making the news and deceiving your fans all over again!