If you use iTunes and browse through iPhone/iPodTouch Applications, you will realize what Apple did. They used their music store, renamed it to App Store.
You can see this if you go into the AppStore and then click browse on the top right.
You will end up in a nicely structured window with applications listed. The odd thing is simply the application have a length, artist,album, genre etc.
This implies programmers are artists.
Thank you Apple!