Apple CEO Tim Cook admits that only a small percentage of iOS users are aware of the Apple Store app and hopes to raise that figure while getting more people into an Apple Store to buy the iPhone. While the executive says that 20% of iPhone sales are made in the Apple Store, the Consumer Intelligence Research Partners say that the figure is closer to 15%. The CIRP says that the answer isn't sending more people into the same ol' Apple Stores. According to their data, Apple needs to open more Apple Stores if they want to increase the percentage of iPhone sales being made from their retail stores.
In other words, handing out bribes in the form of free 99 cent apps and content is not the answer.
source: 9to5Mac via MapleSyrup