Why do we write so much about iPhone apps? Because it's where the action is.
According to figures published this week by Strategy Analytics, iPhone had a 2.5% share of the global handset market in Q3 this year. I'd be willing to bet it had well over a 95% share of the market in branded mobile apps, though.
Big brands love the iPhone: they're flocking to the App Store like bees round a honeypot, steering well clear of rivals like Ovi Store, Android Market and BlackBerry App World.
Proof? Here's a grab-bag of branded iPhone apps from the last couple of months alone - be warned, it's a big long list:
- Marvel Comics started distributing its classic comics through three separate iPhone apps.
- Tesco launched a GPS-based app to help shoppers find nearby stores stocking specific products.
- Guinness released a Pub Finder app helping drinkers wobble their way to the nearest watering hole.
- Volkswagen sponsored two separate 3D racing games from Fishlabs and Firemint.
- The National Basketball Association launched a live-TV subscription app offering 40 live games a week.
- Disney turned its Disney.com website into an interactive app, complete with augmented reality features.
- Sports Illustrated magazine launched a Swimsuit Challenge trivia game.
- Pepsi debuted an edgy Before You Score app for its AMP energy drink (before whisking it off the App Store following accusations of sexism).
- Metal legends Metallica put their name to a branded version of Tap Tap Revenge, while also launching their own app to sell live MP3s.
- Nike got Cesc Fabregas and a bunch of Barcelona stars to record video tutorials for its Master Control app.
- Starbucks unveiled two apps, one to help people find their nearest outlet, and another to actually pay for their coffees.
- Jamie Oliver launched his own iPhone recipes app, with 90 minutes of video tutorials and no-expense-spared photography.
- Real Madrid got their own branded pinball game.
- Lager brand Beck's launched a location-based Gig Finder app.
- Canongate Books brought Barack Obama's two autobiographical books to the App Store as e-books.
- Turner commissioned a branded version of ustwo's MouthOff app for its Ben 10 cartoon.
- Hip-hop star T-Pain brought Auto-Tune to the masses with I Am T-Pain.
- Online alt-pinups site Suicide Girls launched interactive story app Seduce A SuicideGirl.
- Robbie Williams followed Volkswagen by sponsoring a 3D racing game.
- The Hoff.
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These are names to conjure with - and they're just a selection. Guinness, Nike, Pepsi, Tesco, Disney, Volkswagen...
The world's biggest consumer brands are swelling the App Store with apps, and often innovative ones too, making use of location, connectivity, social networking and in-app payments. These are creative, interesting apps, not brand-slaps or naked advertising.
Now, how many of these apps are available on other smartphone platforms? The NBA has launched an Android version of its app with BlackBerry to follow, and... well... that's about it.
It illustrates the challenge facing Nokia, Google, RIM and others as they try to seize back mindshare from Apple.
Music offers a stark case study. Hundreds of bands are launching iPhone apps, ranging from pure promotional efforts to more innovative fare like I Am T-Pain, Nine Inch Nails' nin:access, and Sonifi by BT (the trance DJ, not the telecoms firm, obviously).
BlackBerry has an innovative U2 app, sure. But only after stumping up a big-bucks tour sponsorship. Nokia has a Noisettes app, but it had to make it itself.
One point of view is that all these brands, bands and celebrities are missing a trick by ignoring non-Apple App Stores - missing out on millions of potential downloads. It's that old reality distortion field coming into play again.
However, these brands aren't stupid when it comes to marketing. They know a.) that right now the investment in an iPhone app will probably pay off in media coverage alone; b.) that dealing with the fragmentation of rival platforms may not be worth the hassle until c.) the people running those platforms come knocking on their doors with 'x billion downloads' stats.
There are very good reasons for brands to look beyond iPhone now and in the near future. Android has big momentum on the handset side, BlackBerry has a user demographic that should have most brands dribbling, and Nokia... well, at some point Nokia will fix the numerous kinks in the Ovi Store and deliver on its promise of sheer scale.
However, it's up to these platform owners to make their case and convince brands of their value. Judging by September and October's blizzard of iPhone apps, they have a big job on their hands.
