Apple is still struggling to perfect its oft-mysterious approval process for getting apps onto the store. Developers still chafe at the lag time from when they submit an app for approval to when it goes on sale. Meanwhile, Apple's reasoning for rejecting some apps--while letting others with questionable content slip onto the store--remains a puzzle that a newly created parental rating system has yet to solve.

That said, Apple should be enjoying its perch in the catbird seat. "While these are problems for Apple," Greengart said of the App Store's increasingly unwieldy size, "they are problems Apple's competitors would love to have."