Quotes from an interesting AdWeek article: Inside the iPhone App Goldrush.
"Lighter company Zippo came out last October with a branded iPhone application that features a simple lighter on the screen. Since its introduction, the Virtual Zippo Lighter has been downloaded 3 million times, making it the most popular brand application on the iPhone platform."
"Brands tend to gravitate, often with poor results, to "shiny objects," said Wayne Arnold, CEO, North America, Profero, an independent digital agency. "Creating an iPhone app is jumping to implementation before you have a strategy," he said."
"...less than 5 percent of downloaded iPhone applications are kept longer than a month."
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