Is Apple just trying to regain control over every possible facet of the app store? Banning all third-party analytics from apps sounds huge, so if I am missing something then please enlighten me. I thought the location-based data verbiage was just one example of something not allowed.

This would affect far more than just ad companies, right? I understand that's probably a motivating factor, but wouldn't this incorporate an even larger subset of third party analytics companies (like Flurry / Pinch Media for example)? The purpose of those companies is not the same purpose as the app itself which rules them out. It could depend on the definition of "User Data" and "Device Data" in the agreement, I suppose.

Third party gaming tools would seem to be safe at least.