Of course, if there's a way to create potential privacy problems, Apple will find it—from preserving every iPhone keystroke to recording the user's heartbeat and guessing the user's mode of transportation. Unfortunately, because Apple hasn't explained why this location data is being kept (dating back to whenever iOS 4 was installed on the phone), retailers can't count on the data being available for anything useful. But maybe Apple just likes keeping track of where its users have been—and always with their best interest at heart. If it was anyone else, this would sound like stalking.
As retailers struggle with geolocation, it turns out that Apple has already done the heavy lifting when it comes to iPhone users. On Wednesday (April 20), two U.K. researchers announced that they found an unencrypted iPhone database that records the user's location (by latitude and longitude) as many as 100 times each day, based on cell towers, in addition to IP addresses of Wi-Fi access points the phone has connected to and data from geofencing applications. The downside: Some data is wildly inaccurate, and Apple isn't saying why it's being stored for as long as a year.