Robleh Jama is the founder of Tiny Hearts, an indie iOS development company that ended up having one of their apps, Quick Fit, featured in an Apple commercial (this one). In an article for Fast Company, he shares some details of the selection process as well as good advice for developers. I liked this bit about localization (which is reflected in the app’s performance in international markets):
One of the best decisions we made early on was to support multiple languages with Quick Fit and Wake Alarm. We focused on the key regions Apple recommends in its internationalization guidelines. Apps are a global phenomenon with millions of non-English-speaking users. We didn’t want to limit our goal of helping people get fit to just English speakers, so we localized our app’s interface, description, and even screenshots.