Fifty Million iPhone and iPod touches, Two Billion Downloads ... the iPhone App store looks great. The harsh reality that there are over 75,000 applications competing in this market. The sad truth? Most paid apps will lose money. With fifteen of our own apps in the store, four of which have been featured by Apple, we have learned a good deal about the App Store and how to market your app successfully to the iPhone and iPod touch user. Success begins at the start, with a clear understanding of what works on the iPhone and what it takes to get Apple to notice your App. I'll share the stories of success and failure from our and other's efforts.