Apple is stepping up its rivalry with former partner Google.  The unveiling of the iPhone 5 drives a new wedge between the former Silicon Valley allies.

Apple already gave a sneak preview of its homegrown maps application earlier this year.  But when it gets released next week, it could make most other map apps on the iPhone virtually obsolete.  

At Wednesday's launch, Senior Vice President Scott Forstall showed off the snazzy 3-D graphics and voice commands that make the phone a self-contained GPS device.

"Just tapping on that car icon, you get a quick route," he said, and received an immediate response.  

"Starting route to Howard Street, turn left onto Mission Street," the phone replied.  

Analysts say the move is not surprising.

"Apple is making decisions that strategic assets need to be kept close to the vest," says Sarah Rotman Epps is Senior Analyst with Forrester Research.  "Location is one of those assets. Search is another."

Epps says she expects the trend will continue.