Apple Now Collects, Shares iPhone, iPad, Computer User Locations

Nicole Martinelli ()

Apple Now Collects, Shares iPhone, iPad, Computer User Locations

Apple knows where you are and plans to put that information to work.

The Cupertino company updated its privacy policy today to disclose that it may now “collect, use, and share precise location data, including the real-time geographic location of your Apple computer or device.”

The new terms of service will pop up as a prompt next time you try to download or buy anything on the iTunes store — there is currently no opt-out option. (As Cult reader Joh pointed out — iOS4 users can opt out of iAd, however, online here.)

The only service to users mentioned in the privacy policy update is the recently-announced  “Find my iPhone” for MobileMe subscribers.

Here’s exactly what the new paragraph on Apple’s “Location-Based Services” states:

To provide location-based services on Apple products, Apple and our partners and licensees may collect, use, and share precise location data, including the real-time geographic location of your Apple computer or device. This location data is collected anonymously in a form that does not personally identify you and is used by Apple and our partners and licensees to provide and improve location-based products and services. For example, we may share geographic location with application providers when you opt in to their location services.

Some location-based services offered by Apple, such as the MobileMe“Find My iPhone” feature, require your personal information for the feature to work.

Speculation is that among the “services, content, and advertising” Apple aims to improve by gathering this kind of user information advertising platform, iAd looms large. The new platform is slated to launch July 1.

Just last month, Apple applied for a patent regarding geo-tagged ads and coupons for iPhone users. Future iPhones may be able to flash ads for theater discounts or suggest a burrito special in the neighborhood as you head out of the office at lunch time.

Geo-tagged ads and coupons would zap themselves to iPhone users a number of ways, including RFID. The Cupertino company applied for a patent in May titled “System and method for providing contextual advertisements according to a dynamic pricing scheme.”

DON'T MISS
Apple Studies Geo-Tagged iPhone Ads, Coupons

If the price (or timing) is right, users could make buys at kiosks or use coupons or discounts from their smartphones.

Here’s how Apple described it in the patent application:
“If the submitted advertisement… provides a coupon for food at a restaurant, the submitting advertiser… may include an indication that the advertisement… is directed to food sales, times of day when meals are popularly served, a GPS location of the restaurant, keywords that may relate to the restaurant in an Internet search, how weather may affect the use or non-use of the coupon in the advertisement…, etc.”

What do you think: could this lead to a series of useful services or is Apple requiring too much information from its customers?

Sources: LA Times, Apple Insider

14 comments »

About the author

nicole_martinelli

Nicole Martinelli is a San Francisco native who has lived in Milan and Florence, Italy. She's written for Wired.com, The New York Times and Newsweek. You can find her on Twitter , Facebook and Google+.

If you're doing something new/cool that's Apple related, email her about it.

(sorry, you need Javascript to see this e-mail address)| Read more posts by .

Posted in Advertising, Apple, News, Top stories |

  • http://www.grinningidiot.com JAYnLA

    Okay — who’s excited about this iAd thing? Developers maybe? Since I’m not one, I cringe every time I see the word.

  • Jeff

    Sounds like Apple is out-Googling Google.

  • imajoebob

    Who’s organizing the backlash/boycott? Anybody got a website?

    Since I can get most everything I’d buy from iTunes elsewhere (no iPhone for me), I’ll just have to click the Decline button.

  • Sarah

    CREEPY!! Companies need to stop trying to learn things about me. You have my credit card, stop exploiting me!

    I’m doubly bummed because I absolutely would not have bought the new iPhone 4 had I known this would be required. And no chance in hell I will ever ipdate itunes etc again.

    Apple, don’t follow Facebook and Google’s folly. I trust you. Don’t lose it, or you’ll lose me. Opt-in, Opt-in, Opt-in, that’s all I need. The choice!!

  • joh

    You should also mention that you can opt-out of iAd tracking altogether by visiting http://oo.apple.com — no boycott needed.

    What’s the Google address to visit if I want to opt out of AdMob tracking?

  • Tim Rosencrans

    there is no opt out functioning yet as there is no recording yet. This is connected to iAds (not running Yet) and there is a opt out address oo.itunes.com or something.

    The important thing is Apple is not collecting device data. That is they record, an iPad was here, and not ,this iPad was here.

  • shaunathan

    power off your iphone = opt out.

    I’ll just be shutting mine off when not in use.

  • Greg McBride

    The way I read this, this allows the location multitasking. If you recall from iOS 4 keynote earlier this year, they talked about how geolocation apps can pull location data while in the background. However, through iPhone preferences, you can disable that feature on an app-by-app basis. Note the last sentence of the first paragraph:

    “…we may share geographic location with application providers when you opt in to their location services.”

    Add to that that it’s anonymous, I don’t really see the big deal. Maybe I’m just not paranoid enough. :)

  • Sameet Gurusti

    I am go to my goveror council and treat this like flashi. No disrespect for iAd here but you wish you leav my phone intact. Do not track me like thief Apple.

  • http://www.cranksoftware.com Jamie

    Funny how I just finished watching the Steve Jobs interview on the All Things Digital website and he seems pretty adamant on privacy. He went on to say Apple wasn’t against collecting personal data as long as you let individuals know you are collecting said data and constantly reminding them you are collecting their data. Then only giving the individual the choice of disabling the harassing/annoying notifications about them collecting your personal data. I have no issue with a company collecting anonymous data as long I know what is being collected and who it is going to.

  • Frank

    Let’s not forget Google has collected and recorded every single search that has been performed from every IP address on their site.

  • joh

    One should never forget that Apple is about selling hardware, software and content. They want your money, yes. They don’t want your data, not in the first place. Making money with your data is not their business.

    Google is in the business of giving away services for free and seducing you to give them your data in exchange for that so they can make money with it. This is a subtle difference.

  • imajoebob

    @joh: “Apple is about selling hardware, software and content. They want your money, yes. They don’t want your data?” Uh, yes, they are. according to this. Go back and reread the italicized section. According to that quote, Apple explicitly states they are collecting data to sell to others, and that there is not even a way to anonymize it for fully feature-enabled mobile devices.

  • Jeppe Meiniche

    As with any technology with a general and profound influence Apple’s iAd is a two edged sword.

    The effect of the technology, however, really depends on the susceptiveness of the recipient/target. In this case the consumer/rejecter.