Apps are the buzz of the digital industry, fighting tooth and nail with “the cloud” for the attentions of developers and investors alike. There's good reason for the attention; there's a lot of money to be made – as has been proven by “Angry Birds” developer, Rovio – and there's plenty of room for innovation. The potential for making an impact in a thriving and infantile industry seems to be limitless... but are app creators missing a trick?