I looked into some of this stuff too for a project, but it all seems to be a grey area in peoples knowledge. With a bluetooth connected PC and phone, you can send files, applets, pictures, anything much really that a phone can accept.
However, controlling it from max is the awkward bit. I didnt have much luck, i did however find a program called Consola for OSX.
its available at http://www.consola.org/ - and there is contact details are on there, its a bluetooth pusher (meaning it forces your chosen file on anyone in proximity - fun for installations and mischeif.) It seems to be written in cocoa anyway, so maybe there would be some way they could help if you sent them an e-mail.