Somewhat overshadowed by the more famous Google Maps service is the Nokia Maps service, which you can also load through the Safari browser and pin, web-app style, to your home screen. The Nokia Maps service is another excellent alternative to Apple Maps, in this case, trading the smoothness of a native app for more accurate navigational data, all wrapped up in a neat, Nokia-styled interface.
Follow these instructions in order to pin a website to your iPhone's home screen.
Nokia and Google Maps are probably the best of the alternatives put forward in Tim Cook's recommendations, and it'll probably be a matter of personal taste between the two as to which you prefer because they deliver similar functionality. Up next are a few other popular navigational solutions, mainly of the GPS satnav variety, some free, some paid, that are also worth a look.