In addition, I believe apps that use ibeacon technology can respond to specific ibeacons. But I think your phone can become a beacon.

I suspect (but am not certain) that if your phone is running app XYZ it can talk to other phones running XYZ through the XYZ registered beacons (if location services are on for app XYZ).

Also, just for an interesting example of where some of this stuff can go... The target app will change the price of an item if it finds you are in a store (search "target app price switch").

``` iOS uses a randomized Media Access Control (MAC) address when conducting Wi-Fi scans while it isn’t associated with a Wi-Fi network. These scans could be performed in order to find and connect a preferred Wi-Fi network or to assist Location Services for apps that use geofences, such as location-based reminders or fixing a location in Apple Maps. Note that Wi-Fi scans that happen while trying to connect to a preferred Wi-Fi network aren’t randomized.

.... [continues with all the cases] ```

The short answer is because it makes me feel better.

The long answer is that it prevents tracking my movements within a store. Stores appear to be increasingly installing and using such trackers, and I do not wish to be tracked.

Not being able to be identified personally, or to be identified as the same person who was there last week or that I also went into other stores isn't sufficient to me.

WiFi can be used to track most people's phones because they'll have personally identifiable networks they're set to auto-connect to. Randomizing the Mac address is not enough to prevent tracking in that scenario.

Unless Apple has some way to guard against this that I've never heard of? But I don't think they do.

JohnFen's root comment is totally wrong (Apple is encrypting your location so even they can't read it), but on the WiFi side of things this seems spot on to me. Turn your WiFi off when you leave your house.