The Garmin rep noted that while free mapping applications have been around well before Apple debuted its mapping service, paid mapping apps have always done very well. Even on Android, where Google Navigation is a native application on the OS, paid mapping apps like Magellan, CoPilot Live, Garmin and Navigon have all been able to ring the ol' cash register. Garmin and its Navigon subsidiary both use Google Local Search and Google Street View although both can be downloaded for free from the App Store and Street View is now a feature of the mobile web version of Google Maps.
The bottom line is that third party mapping providers, especially those paid apps offering premium services, have always done well even before iOS 6 brought the beleaguered Apple Maps. Now, the money is flowing in faster and we could see this trend continue even when Apple Maps is re-launched.