Almost immediately after Apple opened the floodgates on its App Store, developers, investors, and brands began gravitating toward the platform with a speed and interest that's unmatched in the history of mobile phones. Brands -- large and small -- see the iPhone as a unique mobile outlet that can help them connect with consumers in a way that's more crafty than overt.

Some brands have opted to downplay their presence on their applications by delivering some utility, be it snow reports, recipes, or some other functionality. But defining branded iPhone applications isn't all black and white -- there is plenty of gray area when it comes to their categorization.

Michael Tchong, trend analyst at Ubercool, says that he defines a branded app as a "standalone application that's distinct from your normal touchpoints." Under his definition, the larger group of applications from companies like Amazon, eBay, and Hotels.com wouldn't qualify. "It's not just another window on your business," he says.

Tchong's research into branded apps led him to eight examples: Audi A4, Carling iPint, Chanel, GAP, Hooters Slider, Kraft iFood, Oakley Surf Report, and Zippo. Other branded iPhone applications include Coca Cola's Magic Bottle and SpinTheCoke, and REI's Snow Report.

"There are not enough branded apps," Tchong says. "What... about 10 out of 16,000? Marketers need to get in on the game, like now."

According to Tchong's research, Chanel deserves kudos for being the first brand out of the gate with an iPhone app on July 16. Carling's iPint came less than a week later, followed by Audi's A4 Driving Challenge in mid August.

The iPhone came as a late entry to the smartphone game, but it's quickly gained relevancy and earned the not-so-closeted jealousy of its incumbent competitors in the mobile phone space. And brands quickly took notice. For brands that were already making their mobile presence known on high-end operating systems from BlackBerry, Windows Mobile, and Symbian, the iPhone came as an obvious extension of their wireless strategies.

Many others, however, saw the iPhone as their first opportunity to make a big splash in mobile by harnessing its unique characteristics -- namely the user experience and feature set of the device -- for marketing purposes.

The brands that came earliest out of the gate have built a loose roadmap for others to follow as they look for smart and crafty ways to make an impression with an iPhone app. Above all, marketers looking to dive into the iPhone race should make sure that their app maintains their sense of cool and usefulness long after that initial download.

In this article, iMedia provides some insights into what resonates with today's iPhone users by taking a deeper look at some of the companies that are dabbling in the branded app arena.