Apple’s latest update cripples location-based marketing

Ad Age:

After taking on companies that track consumers all over the web, Apple has now set its sights on app publishers that track consumers all over the real world.

The iOS 13 update, for instance, will ask users if they want to allow an app publisher Bluetooth access. Open the Best Buy app, for example, and a prompt from Apple will display: “Best Buy would like to use Bluetooth. This will allow Best Buy to find and connect to Bluetooth accessories. This app may also use Bluetooth to know when you’re nearby.”

But Apple’s update will affect retailers because of their frequent use of location-based data for marketing purposes.

Read that headline again. Does anyone other than marketing weenies think that “crippling” is a bad thing?