If you are launching an app, you get a tangible benefit from a marketing launch, which probably derives from Apple's DNA. On the App Store, if you do zero mark

If you are launching an app, you get a tangible benefit from a marketing launch, which probably derives from Apple's DNA. On the App Store, if you do zero marketing, you will likely have your most total downloads the day after your app is approved. The first day, you likely only get a half day, and you have to wait for full propagation on iTunes. Also, the rankings are a moving, weighted average, so unless you have a terrific spike, you need to wait for your average to start kicking in before you move up the charts. Day 2 or 3, you will peak, then rapidly decline. So, it makes a lot of sense to time your marketing boom for the day after your approval, or rather the first full day of being live on the store. Marketing tends to be multiplicative. People make the mistake of thinking app rankings get you sales over the long haul - it's more the other way around. But at the beginning, you get a bump, and you should use it. This bump derives from several sources: * new list on App Store * lots of robotic websites and Twitter accounts spamming about new apps * the press cares about "news" * energy from your team on a specific launch - people tell their friends and social outlets, and actual planned outreach by the company * Apple featuring you in category or on home page of iTunes