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That didn’t take long. It hasn’t even been 18 months since the first iPhone app launched, and now with more than 140,000 of them, marketers are finding it tougher and more expensive to get their branded apps in wide circulation.
More competition means apps require a lot more downloads just to land in the same spot in Apple’s 100 most-popular rankings than they needed a year ago. Making the list often means the difference between success and failure.