From my Renaissance.io 2014 talk. A version with speaker notes is available at http://bit.ly/win-appstore-2014
Yes, it's still possible to "win" in the App Store 2014 when creating a non-game app. It's definitely harder with more competition, more venture funded apps in the space, and features not taking an app as far. That's why the business aspects of apps is even more important than it has been in the past.
Here are some practical tips for how to market your app. It's focused on a v1.0 launch but these tips will still be helpful for point or feature releases.