Apple has ordered iPhone OS developers to use the beast's Core Location function or else they will have their applications rejected.

The Core Location framework lets you determine the current location or heading associated with a device. The framework uses the available hardware to determine the user’s position and heading. The rule applies to developers wanting to use location aware advertising to find weather, restaurants, ATMs and is clearly a move to stick the knife into Google's Admob.

Many developers rely on Admob to make revenue on free applications, and Admob uses the user's location in order to provide ads. However Apple has just bought the rival Quattro and their plans to integrate the company's advertising system into the iPhone SDK. Jobs' Mob has offered a workaround is currently available for developers willing to remove the location frameworks and code from their applications.

While at the moment all is calm, by forcing developers to only use Core Location it means that Apple more control over what advertising software is running on its gear. Long term it could make it harder for Admob to operate on the iPhone platform.