Apple puts limits on location-based advertising in the App Store

Apple's excited about mobile advertising (and it certainly seems like they're setting up a plan for local ads), but to devs, they say, "not so much." Apparently they've sent out a message that says location services should only be used to provide "beneficial information," not targeted advertising. Any apps that include ads targeted to where you and your iPhone are will be rejected posthaste, says Apple.

There's a few things going on here -- Mobile Entertainment wonders just what "beneficial information" means. Certainly apps like Foursquare and MyTown provide business information based on your iPhone's location, and Foursquare especially is working on local deals with places that you've checked-in to -- is that considered advertising?

And a few developers, including our friend Craig Hockenberry (MacNN messed up Chock's name in their post) say that Apple wants location-based ads for themselves. Kind of a jerk move by Apple, but if that's where the money is, I guess you can't blame them.