I find it absolutely creepy! I want to be CERTAIN that no one, not even myself, can track my phone (I suppose theirs no stopping the company...), but at any rate, how to I ensure that the tracking is turned off?
I turned it on deliberately just because I want my search results to be relevant. If I look up "Pizza Hut" I want the first result to be the Pizza Hut down the street from where I am. I don't want to have to click through some sort of location finder on a company's web site from my phone.
All cellphones can be tracked and it cannot be turned off. Has always been so. Phone location settings only change how the phone determines its own location.
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