It’s an app world, and we’re just living it. Last month, Apple announced its two billionth application download. More proof of the surging interest: Apple doubled its number of downloads in about half the time it took to hit the one billion mark.

Apple’s advertising claims that there’s an app for everything. In fact, the world’s more than 50 million iPhone and iPod Touch users can now choose from more than 85,000 apps available in the App Store. But with such a crowded playing field, it’s hard to stand out. What ultimately determines the success of an app?

To find out, we looked at some of the hottest branded apps – those garnering substantial buzz in terms of downloads, ratings or pure word of mouth hype – and noted some common features that make them so effective.

1. Value – Does it enhance consumer experience with the brand?
2. Innovation – Is it unique in terms of creativity or functionality?
3. Purpose – Does it solve or address a specific challenge? Or, if the objective is to entertain, does it hit the mark?
4. Cool Factor – Would someone tell a friend about it, or tweet about it?

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