By: Angela Soric
This week, Apple announced that iPhone developers could only use the iPhone’s GPS data if it provides “beneficial information.” Developers cannot use the data to serve location-based aware ads to users.
In an update to the “News and Announcements for iPhone Developers” RSS feed, Apple states:
“If your app uses location-based information primarily to enable mobile advertisers to deliver targeted ads based on a user’s location, your app will be returned to you by the App Store Review Team for modification before it can be posted to the App Store.”
Last year, Apple expressed interest in Admob. However, Apple’s rival, Google bought the company.
Apple’s new policy regarding GPS data usage has led to speculation that the company could be trying to keep location-aware advertising to itself, giving a significant advantage over competitors like AdMob and Google.
Apple has also shown interest in expanding location-based services on the iPhone. One of their patent applications described a dynamic home screen that would display specific applications automatically based on factors such as the current location of the phone.
