These Brands/Apps didn't ask to be the commercial (although I'm sure many would love to be and/or trying to get into them), Apple chose their favorite apps that they have found to be the most useful for users. Pizza Hut, Gap, Epicurious, Barnes & Nobel and Zagat are a few that were used in aired commercials. Pizza Hut lets you order directly off the phone with a touch screen menu. If you use their app they also take 20% off your order, which encourages more people to use it, perhaps rather than ordering over the phone or online so they can take advantage of the discount. Gap allows you to put outfits together in their app to pick out what you'd like to buy. Epicurious lets you download recipes. This showcase of useful apps in the Iphone commercial is drawing a lot of attention to the brands themselves, which is bringing more and more people to check them out and use them. With over 75,000 apps to choose from, apple chose the ones that were easy to use and used the most Iphone features in their app to feature in the commercials. I think this is a great way for brands to push the envelope and make a great app to grab not only the costumers attention, but to attract Apple's attention as well to get free advertising out of it. The commercials themselves are reaching a ton of viewers, thus which ever app is being shown at the time, will get a lot of publicity as well. TBWA/Chiat/Day are behind these Iphone ads.
There's an article about this on Advertising Age
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