That's not entirely true as I read it. From the article you quoted "Apple does collect anonymous location data from iPhones in an effort to improve its own database of cell tower and WiFi hotspot locations, but that it only does this with user consent." What this MR article talks about is mapping the inside of a house or building. Out in the world, I can see cell providers and Apple/Google/MS rationale for knowing location data. HOWEVER, when I am at home, that is all that they need to know. Nobody should be mapping the inside of my house. Although there is no indication that they currently doing so, learning that they can now get a good idea of a house layout and where the phone is within that house based solely on signal strength (and maybe some accelerometer and smart thermostat thrown in for good measure), is concerning.