Flipping through the New York Times today, I noticed this full page ad for Apple's iPhone which notably doesn't even mention the iPhone itself. The ad is entirely about the App Store and the breadth of games, tools and applications available on the phone. It is not the first time that Apple has promoted apps in their marketing campaigns (storefronts and TV spots are a couple examples) - but it is notable at a time when Blackberry and others are announcing their versions of the app store. It is a world where distribution attracts developers and developers equal inventory: