An anonymous reader writes "After months of waiting, the Google Latitude social maps service finally arrived for the iPhone ... but thanks to an Apple rejection of the natively developed app, it's a web app. Says Google on their blog, 'We worked closely with Apple to bring Latitude to the iPhone in a way Apple thought would be best for iPhone users. After we developed a Latitude application for the iPhone, Apple requested we release Latitude as a web application in order to avoid confusion with Maps on the iPhone.' But it gets worse for iPhone users: 'Unfortunately, since there is no mechanism for applications to run in the background on iPhone (which applies to browser-based web apps as well), we're not able to provide continuous background location updates in the same way that we can for Latitude users on Android, BlackBerry, Symbian and Windows Mobile.' Latitude has been sprouting new features lately and is an interesting take on social networking, but it looks like Apple is determined to ensure its users only get a seriously crippled implementation compared to the Android and WinMo versions. PC World put it less politely than Google did, saying, 'Google's new Latitude Web app for iPhone is so hamstrung that Apple customers may be wishing they had a BlackBerry or Android handset instead.'"