For Latitude to make deeper inroads, we believe that it needs an iPhone app. There is a complete difference to the user when they download an app versus opening it up in the mobile web. It could even automatically send your location utilizing the same method that Loopt is testing. Google could turn into an even stronger competitor in the LBS space. Whether Apple would cave into Google pressure is, of course, another matter. They’ve told Google that they didn’t want a Latitude app, and the search giant complied. Things have changed though, especially in the relationship between the two companies. Thus we wonder if Google should now try to force Apple’s hand, especially in light of the Google Voice debacle.

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