Google Latitude now on the iPhone

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I must say that when I first heard of Google Latitude I so wanted in. I had the iPhone 3G and felt that it would be a cakewalk for them to develop Latitude for the iPhone since it has a built-in GPS. Wrong try again. Apple for some reason did not want to do things that way. Apparently they felt that users would not understand the concept of Latitude if it was integrated into Google Maps. Wait, are you calling me stupid Apple. Any who, today Google announced that Latitude is now availbe to users of the iPhone and its web based.  Something that made me happy but at the same wondering what was the real reason to not use Google maps. That makes me wonder how they are going to handle the Google Voice app.