colinneagle writes "Every time an iOS 6 user changes location, Apple will remind its loyal user of the inadequacy of iOS 6 Maps. This tradeoff between an excellent user experience and proprietary control of location was made because of the value of location data to advertisers. Apple wants to monetize this data for itself rather than give Google the opportunity.
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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