Apple’s iPhone App Store has been up and running for a few weeks now and has “over 500 applications”. But where are the brands?

The App store is nothing short of brilliant and takes the iPhone’s content far beyond its closest competitors. Some of the apps are games, some books, some finance utilities, some are quirky gimmicks… and then there’s obviously a plethora of utter pap. However, brands that have joined the adventure are few and far between. Those that do exist are mostly just creating an extension for their websites (which is slightly ironic because the iPhone champions the web as it should be - “not a watered down version of the internet, or a mobile version of the internet, or a kinda-sorta-looks-like-the-internet internet”). Apps from BA, Facebook and eBay prove that it’s still not so easy to browse their sites on the iPhone as it is on a bigger screen and hence they have to create an adapted site for the iPhone. Irrespective of this though, you have to commend these brands for getting involved with the App Store despite the relatively small user base on this new and therefore unpredictable platform.

It is exactly these two aspects - the size of the consumer base and the newness of the App Store - that is most likely scaring marketers. If a platform is uncharted, how can a marketing director establish ROI from it? With so many other channels to ply, why go for this one? The answer is that being part of the App Store is being part of the most leading edge, sophisticated and modern mobile channel around. It shows that you care, that you are confident and that your brand is keen to make things easier for consumers, or simply just to entertain them. And frankly, the App Store is just plain cool.

Brands don’t need to spend thousands and thousands to come up with some convoluted and sophisticated App. Carling’s iPint is a great example. It’s simple, inventive and just plain fun. Mates will talk about it and laugh at it. It won’t last forever but it is currently the 3rd most popular free app. Carling is an entertainment brand and this is entertaining. I am not sure if iPint came first or iBeer, but credit is due to Beattie McGuinness Bungay for skinning it with Carling and being one of the first out of the blocks.

Apps don’t even have to be entertaining. The App Store caters for any category meaning that, irrespective of what a brand stands for, it can get involved legitimately without a forced connection. Lonely Planet’s has created Phrasebooks for travellers who won’t leave home without their phone/ipod (ie everyone). But who is else is on board? Sadly few big brands. But the possibilities are there: Nike could have a fitness regime app; M&S could have a recipe compendium; Dunlop could map the best driving roads near your location; Becks could supply wallpapers from their Futures exhibitions; Penguin could supply short stories for your commute; TFL could supply a route planner; and so forth.

It is still early days but we can only hope that we will begin to see marketers pledge a fractional amount of their marketing budgets towards this future looking channel and come up with some helpful and entertaining apps. And moreover be seen as innovative and inventive brands.

Tags: App, App store, Apple, ba, Beattie McGuinness Bungay, Becks, british airways, Carling, Dunlop, ebay, facebook, iBeer, iPhone, iPhone App Store, iPint, lonely planet, M&S, nike, Penguin, TFL