When I wrote the original Football Manager, all those years ago, and for most games I have written, they are manufactured on disc or whatever, and sent out. This means there was stock at the retailer, and producing a new version could mean that stock had to be discounted, losing retailers money.
The App Store model, which I like in many ways, has eliminated these issues. And it has a big plus for me, as a games designer. I evolve my games. I plan something, implement it, then it gives me ideas to improve it, and I make the changes and the loop happens again. In this way the game continually improves. Now the App Store allows me to update the game. And I can improve it even for people who already own it. This is great as far as I am concerned!
The beta versions of Football Team Coach went through 4 iterations. Each one improved the game, and now I am waiting for Apple to review it for the App Store. Once they have, and it is live I will continue improving it. I already have the first update partly written.
For me, as a games designer, it is how I want to work 🙂