Apple warns against use of location services for ads

Apple has posted an App Store Tip on its iPhone Dev Center warning app developers not to use location based services primarily for serving location-targeted ads. The tip states, “if you build your application with features based on a user’s location, make sure these features provide beneficial information. 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.” While it is possible that Apple is issuing the warning in an effort to reduce unnecessary battery drain potentially caused by activating GPS and other location-based features, others, including Iconfactory developer Craig Hockenberry, have suggested that Apple is instead trying to prohibit other location-based advertising in favor of an Apple/Quattro Wireless-provided solution. Apple purchased Quattro Wireless for $275 million earlier this year, and former Quattro head Andy Miller is now employed by Apple as Vice President, Mobile Advertising.

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