Flurry's latest metrics show that the App Store is a much wider battleground.
Traditional mobile developers are only accounting for 5% of the iPhone apps that make it into Apple's Top 100 paid and free charts, according to research from Flurry.
Instead, iPhone has become a battleground for traditional media (17%), online (22%), traditional gaming (19%), retailers and brands (17%) and new iPhone startups (20%).
However, Flurry says it sees signs that the latter category may have to fight to maintain their share of charting apps, as big brands get more active.
"With iPhone and iPod Touch now exceeding 70 million units world-wide, we expect 2010 to be the year of brands entering the iPhone," blogs the company.
Flurry also dug into the Games category on the App Store, and found that 36% of Top 100 titles come from traditional gaming firms, compared to 21% from native iPhone startups, and 12% from traditional mobile developers.
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In fact, the online and traditional media firms both account for 14% of Top 100 games.
Meanwhile, for the News category, 63% of Top 100 apps come from traditional media companies, unsurprisingly, with native iPhone startups accounting for 18%, and online firms 14%.
