Polar landings are a lot harder, especially using NASA's "faster, better, cheaper" approach to space exploration in recent years. Powered descent requires (relatively) large rockets, which requires lots of fuel to be transported along with the lander to Mars, which requires more fuel to reach orbital velocity and so on. This all adds up to lots of money. So instead NASA essentially just lobs landers at Mars and uses the friction of the Martian atmosphere to slow them down enough to where parachutes can take over. Then, just before the lander slams into the Martian soil, the parachutes are cut and the lander bounces on airbags until it comes to a rest.
Of course, for this to work the atmosphere has to be thick enough to slow down the lander to a reasonable enough speed and for the parachutes to actually work. Mars atmosphere is particularly thin, but at the equatorial regions it's just thick enough that this seemingly insane way of doing things works -- and if it doesn't, well, the idea is that you were able to send two or more spacecraft for the price of one expensive powered lander. That's why when picking landing sites for the two latest rovers, only equatorial regions were considered.
NASA did attempt to set down a lander at the southern Martian pole back in 1999 but that mission was unsuccessful. The Mars Polar Lander failure, along with the incredibly stupid metric conversion error that caused the loss of the Mars Climate Orbiter are the primary reasons that caused former NASA administrator Dan Goldin to redirect NASA to the "faster, better, cheaper" approach. Well, that and chronic underfunding of NASA while pouring billions into asinine and corrupt defense programs such as "missile defense" and the Bradley Fighting Vehicle. (odd tidbit: Bill O'Reilly -- yes, that Bill O'Reilly -- won a National Headliner Award for a series of exposes on the Bradley Fighting Vehicle. Guess he did real journalism once upon a time.)
Here's some more information on the MPL and MCO if you're interested...
http://www.space.com/missionlaunches/mars_polar_lander_031222.html">Whatever Happened To The Mars Polar Lander?
http://www.cnn.com/TECH/space/9909/30/mars.metric.02">Metric Mishap Causes Loss of NASA Orbiter