But Apple’s handling of location data has faced criticism before. In 2011, Apple was found to be storing location data on users’ phones in an unencrypted file; it subsequently encrypted that kind of data on the device, on the cloud, and in transit. And in a class-action lawsuit filed in 2014, plaintiff Chen Ma was concerned that, among other things, users were given “no meaningful” way to switch off Location Services without “substantially compromising” key parts of the iPhone’s functionality.
Apple still collects a lot of location data, though it says it doesn’t share this data directly with advertisers: Like Facebook and Google, it only makes your data available to them by putting you in an “anonymized” targeting group. iPhone users can turn off “Location-based Apple ads,” thanks to a small radio button deep inside the settings app (Settings > Privacy > Location Services > System Services; even with that off, however, Apple still builds an ad targeting profile on you based on keyboard language settings, device type, App Store searches and Apple News articles you read, though some of that tracking can be limited under Settings > Privacy > Advertising.)
If Location Services is on, some location data collection can’t be turned off at all. With Location Services enabled, according to Apple, “your device will periodically send the geo-tagged locations of nearby Wi-Fi hotspots and cell towers to Apple to augment Apple’s crowd-sourced database of Wi-Fi hotspot and cell tower locations.” If you’re moving in a vehicle, “a GPS-enabled iOS device will also periodically send GPS locations and travel speed information to Apple to be used for building up Apple’s crowd-sourced road-traffic database.” (This “crowd-sourced location data” is “anonymous and encrypted,” Apple adds. “It doesn’t personally identify you.”)
All of this location data is owned by Apple. At the very bottom of another page, Apple clarifies that by enabling Location Services for your devices, “you agree and consent to the transmission, collection, maintenance, processing, and use of your location data and location search queries by Apple, its partners, and licensees to provide and improve location-based and road traffic-based products and services.” Most users have little choice here: As Chen Ma pointed out in her lawsuit, many apps simply can’t function without activating location services in some form.