Yep, that's not going to spark conspiracy theories and damage the brand at all, just like the backdoor they've recently put in. /s Again, why would $3T company damage its brand like that? It's not "for children" and certainly not to "find your phone". There's something going on there.
Apple has made it easier for users to locate lost (by being misplaced, forgotten, or stolen) devices with a feature that the user can opt out of on a temporary or permanent basis. What is controversial about this?
People will just see that: 1. You can never disconnect your iPhone from the grid and stop it from being tracked. Even if you turn it off. 2. Governments, companies, and other (from the conspiracy theorist's standpoint) will be able find you whenever they want.
I am sure there are some legitimate security concerns here, but Apple seems to have taken reasonable steps to provide a pretty awesome feature which has solved a lot of risky edge cases.