"Music is music and apps are apps," Frankel says. What works for selling the former, he explains, may not work selling the latter. The problem, Frankel argues, is that the App Store isn't doing what the iTunes Music Store did--making the experience of art and technology seamless.

And that's not all.

A tough slog

Browsing the App Store isn't easy. There are broad categories of apps, but they're tough to sort through. Go to the App Store, click on "Entertainment" or "Games." Up pop hundreds of products, some $1, some free, some are $10 or more. It's a mish-mash of stuff. Who can make sense of it all?

Then there is the store's search engine. Searching requires having some idea of just what exactly you are searching for. But everything is so new, so different--apart from reading incisive product reviews or old-fashioned word-of-mouth, how are those wide-eyed new users supposed to find what they want and what they need?