google_logo1Google has released its location aware service which goes by the name Google Latitude for iPhone and iPod touch , but the sad part is that it is not the full version of Google Latitude. Google Latitude comes as a web application  instead of being an iPhone app for the iPhone and iPod touch. The reason why this happened is because there is no mechanism in iPhone that supports and permits the running of applications in the background. Google explained the reason behind offering the limited version of Latitude:

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 Window Mobile.

Due to the above mentioned limitation, users are dependent on iPhone’s Safari browser to use the service. Since it is a web application, you can say bye bye to the continuous update option and to add to the frustration the usefulness of the application is greatly reduced. Also this limitation gives some breathing space to competitors such as Brightkite and Loopt and gives them a chance to rise as well.

To try Google Latitude, type google.com/latitude into your iPhone’s browser. And if you miss the experience of launching the app directly from your home screen, you can add a bookmark to the home screen by opening Latitude in Safari and tapping the + icon > Add to Home Screen > Add.

The Latitude web application is avaiable to users based in US, UK, Canada, Australia and New Zealand. However the good news is that Google hopes of adding support for more countries very soon. Currently it supports users of iPhone/iPod Touch OS 3.0 and above.