Location data is valuable, especially if the user opts in to being tracked. Apple’s ad network iAd will know if a user passes certain stores, dines at specific restaurants and plays tennis. This type of data helps an advertiser increase the relevancy of the ads it serves, creating more value.
If the Google Maps for iOS 6 app does come to fruition, then this approach begs one question: how much user data could Apple gather if none of its users run its app?"
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