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Apple Inc. is now collecting the "precise," "real-time geographic location" of its users' iPhones, iPads and computers.
In an updated version of its privacy policy, the company added a paragraph noting that once users agree, Apple and unspecified "partners and licensees" may collect, sell and store user location data.
When users attempt to download apps or media from the iTunes store, they are prompted to agree to the new terms and conditions. Until they agree, they cannot download anything through the store.
The company says the data is anonymous and does not personally identify users. Analysts have shown, however, that large, specific data sets can be used to identify people based on behavior patterns.
An increasing number of iPhone apps ask users for their location, which is then used by the application or even uploaded to the app's maker. Apps like the Twitter application Tweetie and Google Maps make frequent use of location data, either to help the user get oriented geographically or to associate the user's action with a specific location (as when a tweet is geotagged).
Apple says in its privacy policy that it uses personal information to "improve our services, content, and advertising."
On Monday, Apple also rolled out its new advertising platform, iAd, for the latest version of its iPhone operating system (iOS 4). The company may well be integrating the location information into its advertising system -- for instance, to help local shops sell coupons to users in the neighborhood.
The update to the privacy policy did not specify which partners or licensees Apple will share the data with or how long the data will be kept. Apple did not immediately return a request for comment.
