First smartphones took over mp3 players now they look set to digest satnav devices.
TomTom is the first off the mark with the launch of its iPhone apps.
TomTom's iPhone app in action
The app features all the usual location based functionality, speed camera alerts, voice instructions, and automatic re-routing if a turn is missed.
They have also capitalised on iphone functionality by including portrait and landscape modes, a pinch-to-zoom map and the ability to navigate to addresses in the iphone address book.
The app costs £59.99 for a the UK region and maps for the whole of Western Europe cost £79.99.
TomTom has also indicated it will release an iphone car kit, with enhanced GPS receiver, mount, speakers and charge cable, which basically transforms the iphone into a traditional satnav device.
What’s also interesting is the rise in what might be termed premium iphone apps. Whereas most apps cost in the region of 50p to £3 these are apps costing up to US$900. They are normally specialist apps geared to specific industries, but we are now seeing more expensive apps geared toward the consumer market.