I seemed like Tom Tom was going to get the exclusive shot at doing a turn by turn for the iPhone but this may not be the case.
GPS maniac has an article describing the blessing of another app from another company and it is only 35 bucks.

Already available in the UK and soon to be here "shortly".

That's ggod news.. we need options.

I read that Tom Toms device is actually going to have it's own GPS chip installed.. which means it will just be another GPS with the diff. being that it incorporates the iPhone and charges the iPhone.
And it won't be $35.00

This is just something I ran across lately.. I'll see if I can find the/a link.

From Tom Toms site...

the TomTom car kit that offers secure docking, enhanced GPS performance, clear voice instructions and hands-free calling, while charging your iPhone at the same time.

How are they enhancing it? W/another chip?

Ahhh... ok

They are selling the mount w/app... or just the app.
http://gps.about.com/b/2009/06/10/more-details-on-tomtom-for-iphone-mount-has-its-own-gps-chip.htm

Some cool apps coming out

Tom Tom looks good too just not sure about that windshield mount ? I mean you have the rear view mirror already where do you mount that like right in front of your face ? Maybe a dash mount would work better

Too funny , LOL

Yeah, the whole mount Tom Tom method is going to be ten times the cost. Nice to have hands free and hopefully also play through your car speakers easily but for the price they are going to be asking you get a GPS with a small screen.

I'll try the 35 dollar one first. That one looks to be very usable walking around without any mount.

Haven't read much on it, but there is iGo for $79

iTunes link

Probably not perfect, but looks promising.

It's a dash mount too, I believe.

Macrumors.com has some new info on the Tom Tom software and pricing.

Wow.. that's a lot of moola for just the app. I'm going to have to look for alternatives. It's not that hard to just watch the iPhone for directions for free as opposed to spoken instructions for over a C-note.

Yeah, I think Tom Tom is screwing up targeting a specific and smaller audience with those prices instead of going low and high volume. I think they are toast in this arena.

Yeah looks like Tom Tom is shooting for the high end market as opposed of consumer ? ? Hummm or maybe over estimated

Possible ? Tom Tom pointing at

Ultra light pilots = non FAA regulated GPS units
Consumer boaters = non USCG regulated GPS units
Mountain climbers = not your walk in the park people
Bikers and cyclist , small form and easy to mount ? ? LOL

As for the average Joe driver seems Tom Tom is priced out of the park so to speak

In using a supplemental GPS chip Tom Tom might be working around the limitations of the iPhone chip. Right now whenever I run GPS on it with compass the iPhone heats up. That means the battery is going down which makes the situation untenable.

Are you going to travel with a battery eater and end up with no phone and no directions? I've always thought of the iPhone trying to do too many things. I was completely wrong but here is where it starts hurting. Unless they can get the onboard GPS chip to eat less electrons it is nothing more than a toy for navigation. It's great for astronomy programs and things like that which work well if location and direction are known but I will be using a separate GPS unit for travel for a little while longer.

Bad Reviews so far

http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=326075661&mt=8

Yeah not to good Oh well most of their concerns seem to be software which can be fix at the update .

The good thing they all agree on about the same complaints like street names not spoken . Unlike some reviews the complaints are all over the place