Hang on, you think Apple are worried about the privacy of end users? I call shenanigans! There are likely many reasons they're doing this, that is firmly at the bottom of the list three rooms over entitled "things Apple don't care about".
For a contrast to Android you just need to read this article: http://www.linkedin.com/today/post/article/20140130170002-11...
From my perspective it seems that Apple wants to have access to this data for iAds, but doesn't want any competition. It's been their normal behaviour recently, trying to eliminate any possibility of anyone competing with them in their markets. From wide device bans to price fixing conspiracies.