iPhone and iPad apps fall into one of three categories: Big Wins, Steady Wins, and No Wins. The Big Win is what every independent developer tends to go after. However, you should also look closely at the Steady Wins category of selling as this affords the best opportunity for most developers. Good marketing can make the difference between no revenue (No Win) and steady revenue (Steady Win).
Decide now what your iPhone selling strategy is going to be, and you'll have an easier time defining a marketing plan and sticking with it. It will save you a lot of heartburn too if you look realistically at your app and its market and set realistic expectations on your success. Don't get me wrong, I want you to be wildly successful in selling your app. I hope you hit a grand slam into the parking lot, but I also want you to realize that it's hard work to get there and takes some very positive reviews from very powerful review sites. Even getting base hits is hard work but more likely, especially when you apply some marketing to it.
For those of you who think you've got an app lost in the No Win bin, it's never too late! You can resurrect your app from the No Win status to the Steady Wins status as long as your app is well written, has a strong premise, and gets some good marketing. Are you prepared to rewrite a poorly written app? Does your app really have sales appeal? If so, then roll up your sleeves, put your marketing hat on, and keep reading.