What do you mean 'what now'? It'll be the same as it's always been - a few tech-savvy people will complain about it on the internet while the majority of the population won't give a second thought to sharing their location with Apple, and Apple will continue to rake in the money.

I can't even imagine how much money this sort of data would be worth to marketers - you would be able to pinpoint exactly which areas have high densities of people at which times, how long an individual stays on average, etc. You could use the iPhone's microphone to detect noise levels in the area and how they fluctuate over time, which would be extremely useful.

And sense it's the iPhone, it's actually "exactly which areas have high densities of people" who have lots of disposable income.

Who are exactly the kind of people that a lot of marketers care about.