Finnish smartphone maker Nokia (NOK +3.30%) has announced it's preparing to release a new branded mapping service called Here. The company is making a version for Apple's (AAPL -0.14%) iOS platform to capitalize on the Mac maker's bungled attempts at map making. With the company ditching Google (GOOG -1.24%) Maps, there's been opportunity for rivals to tout their own offerings. Nokia also landed a recent partnership with Amazon.com (AMZN -0.95%) to power an unreleased mapping service, as well as providing the backbone for Microsoft's (MSFT +0.66%) Bing maps. Apple has even promoted third-party apps as alternatives while it works out the kinks in its own maps app.