I came across this video from the C4 conference of the famous Mac programmer Wil Shipley talking about how to generate hype and buzz for your applications. He talks alot of sense - in fact most of it seems like common sense - but there are alot of things that most of us probably won't pick up straight off. If you're a Mac/iPhone programmer you'd do well to take some of this onboard.
I found out about Wil after downloading Delicious Library 2 as part of the Macheist bundle, and then realised he was one of the founders of The Omni Group - check out OmniGraffle if you want to draw fantastic looking diagrams! Great examples of simple, cool apps. He is also worth following @wilshipley.