Apple last week posted an announcement to its developer portal, informing app-makers that they can now use short (or 'vanity') URLs to send out links to their App Store apps. For instance, a link to the iWork app would be appstore.com/iwork.
Typically, links to Apple-hosted software are comprised of lengthy URLs with ID numbers—nearly impossible for anyone to remember. But Apple is hoping that these new short URLs will make it easier for developers to market their apps...