Google Latitude now for iPhone (webapp)

You can now use Google Latitude on your iPhone, though it is just a webapp.  Interesting information form Google on why they didn't build a "traditional" app:

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, which uses Google to serve maps tiles.

Google, like Apple, continues to push for improvements in web browser functionality. Now that iPhone 3.0 allows Safari to access location, building the Latitude web app was a natural next step. In the future, we will continue to work closely with Apple to deliver useful applications -- some of which will be native apps on the iPhone, such as Earth and YouTube, and some of which will be web apps, like Gmail and 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. Nevertheless, your location is updated every time you fire up the app and then continuously updated while the app is running in the foreground. And, of course, you can check in on where your friends are, so we think there's plenty of fun to be had with Latitude. Learn more about updating and sharing your location from your iPhone.

What gives with Apple not wanting an App for this?  Do they have something similar coming down the pipe?  If so it would be great if it could be a). integrated with the Maps app somehow and b). runs in the background.  We'll see what develops.

Interestingly, it doesn't work with the Mobile Safari in iPhone OS 3.1B.