I would point out that there is as much difference between your basic piece of ShovelWare and a real iPhone app as there is between a "Home Page" and a Web app.
In both cases having a deep understanding of the platform and the skills to build non-trivial stuff on top if it will be valuable after gold rush phase has passed.
In both cases having a deep understanding of the platform and the skills to build non-trivial stuff on top if it will be valuable after gold rush phase has passed.