> It's pretty clear that Apple is positioning themselves in stark contrast to Google, they want to be the privacy/security company. Internet companies with advertising business models are a dime a dozen so that is a real advantage that differentiates Apple.
Yes, Apple certainly wouldn't develop/release a product whose sole purpose is to track user's physical presence, with the primary use point being able to sell the ability to push 'app usage': http://en.wikipedia.org/wiki/IBeacon http://appleinsider.com/articles/14/06/03/apples-ios-8-uses-...
This is about the ability to track handsets, and how Apple wants to corner the market on tracking their own handsets.