Identity expert Kim Cameron of Microsoft refuted Apples claim that the "non-personal information" that it is collecting from its users are actually very personal indeed.
During a conference which centered on discussing privacy
He asserted that this information which includes the users occupation, area code, zip code, location, time zone, and the devices GUID could actually be used to identify its user.
Even if Apple states that they only plan to use the information they collect to improve their services, advertising, and other products, the fact that they would like to use any information they collect for any other purpose other that that is quite distressing.
Apple seems to define "non-personal information" as data which can indirectly identify a person.
Cameron clearly pointed out that calling this kind of information as "non-personal" is actually highly inaccurate.
Not only is this personal, but if this information were collected in numerous times by Apple, sooner or later, a particular location will stand out as the users residence.
Now if you use this location and do a little research using known website tools, you could actually identify the names of the persons who live there.
The whole argument that location information and a unique identifier cant identify a person is actually a blatant lie.
What would you prefer? Apple who clearly states that they can use information collected about an end-user in any way they wish, or other companies who just collect information about you without even informing you? These questions seem mute and academic as both cases treat personal privacy as non-existent.