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iPhone apps are everywhere – now they might be in your pile of birthday or holiday gifts. And what would be easier to give for a last minute gift? has a post on the new gifting program for apps – a really smart use of design to enhance the mobile user experience through word-of-mouth marketing.iPhone Gifts

The ability to gift an app will not only increase purchasing by viral recommendation, but it gives consumers a way introduce reluctant friends, relatives or coworkers to specific apps they like. And more obscure/unique apps have a greater chance of catching fire this way – what consumer would turn down the chance to download a freebie accompanied by a recommendation from someone they trust.

A New York Times article also points out that app gifting is good news for developers. Apple provides a limited number of promo codes that can limit getting products to the reviewer community. And developers can identify evangelists, people most likely to spread the word, and seed that community with apps.

I’d like to see the gift-giving ability extended to in-app purchases so additional levels or content could be given to other users. Also, for multiple gift purchases, users should be able to get a deal or discount. A shared wishlist would accompany gifting very well.

The new “Gift This App” option is alongside the “Add To Wishlist” and “Share Via Facebook” menu items in the dropdown that appears next to the price of any app.

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