Finnish smartphone maker Nokia (NOK 3.18%) has announced it's preparing to release a new branded mapping service called Here. The company is making a version for Apple's (AAPL 0.40%) iOS platform to capitalize on the Mac maker's bungled attempts at map making. With the company ditching Google (GOOGL 0.34%) Maps, there's been opportunity for rivals to tout their own offerings. Nokia also landed a recent partnership with Amazon.com (AMZN 1.52%) to power an unreleased mapping service, as well as providing the backbone for Microsoft's (MSFT 1.00%) Bing maps. Apple has even promoted third-party apps as alternatives while it works out the kinks in its own maps app.