When I was in New Zealand I met developers who were writing for the iPhone. Some produced good games, yet despite that were disappointed when the game did not succeed. The impression some had was that putting the game on the App Store was putting the game on the market. It isn’t, it’s more like putting your game into one gigantic warehouse of hundreds of thousands of similar products, and hoping somebody walking in to the warehouse will see your game and buy it. That experience of a lot of work leading to nothing much can disappoint and demoralise people which is a shame.
The missing link is marketing. The old saying “If you build a better mousetrap the customers will come” has never been true. They won’t if they don’t know your mousetrap exists.
But there are many other advantages with the App Store business model. . .