I drive our kids to the school bus stop every morning (yes, that’s very American, I know).

This morning, as I’m pulling out of the garage, I get a notification on my phone:

Your destination is 9 minutes away

What the …? I look more closely and the notification is from Apple Maps. I haven’t opened Apple Maps since 2012.

In the back of my mind, I know that Apple is recording my location. I’ve seen stories like this before.

But Apple is now using that data to proactively guide me about my day. It’s a good thing, I guess. They have the data, so why not use it to help me?

Still, there was no advance warning, no opt-in and there seems to be no opt-out.

So, Apple, I appreciate the reminder about how much data we give up daily (and that Apple Maps exists).

But, Apple, you were pretty creepy this morning.

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