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There have been no reports of either Google or Apple selling personal data to a third party. It is against there privacy policies and stated intentions. Google certainly collects and uses your data for it's own ends, but unless Google starts selling auto insurance it's not particularly relevant.

Apple claims to go to extreme lengths to anonymize data collected from Maps. Any information about locations visited is kept locally on your iPhone. Whether you trust them or not, it would be major news if it where found to be otherwise.

I think a lot of people are interpreting this as mandatory with no easy way to switch off. The article doesn't indicate how it will work.