On last night's talkcast, the Iconfactory's Gedeon Maheux and Craig Hockenberry joined us to discuss their concerns with the App Store, and they noted that Friday's layout changes are a step in the right direction.

"It's another of many steps that Apple's making to make the iTunes infrastructure work better with applications for the iPhone," Hockenberry said. Even so, they explained there's still room for improvement.

Hockenberry would like to see a popularity algorithm that takes into account the price of an app along with the number of times its been downloaded. "If you sell ... ten apps at $100 or a hundred apps at $10 or a thousand apps at $1, you're all equal." He also wanted to see a kind of demo system implemented, but knew that would involve more work for Apple.

Maheux said he would prefer to see more data about where apps are being sold: on a category page versus a tile on the App Store home page, for example. He also pointed out that having an app displayed on the home page results in an astronomical increase in sales. "All those people who say that ... you can market your way to the top: I completely disagree with them. They don't know what they're talking about. ... Being on the [App Store] front page is all that matters."

He said the Iconfactory applauds Apple for responding to developer feedback and improving the App Store. "Anything that starts a dialogue about this stuff is a good thing."

The Iconfactory has released two iPhone apps: the popular twitter client Twitterrific, and strategy game Frenzic.

You can listen to the interview at our Talkshoe page, or via iTunes. The interview starts at about the 25 minute mark. Don't skip the the first part of the talkcast, though, where Dave, Mel and I discuss Apple's netbook possibilities and the ideal kitchen computer.

On July 11, the iPhone SDK emerged from beta sparkling with dew. Trumpets sounded and a few frolicking nymphs danced in joy. The dawn shone bright, the sky offered the blue promise of a new day. And there in the meadow of newly released products stood a mass of grumpy developers shouting: "What about the *@!$%ing NDA?"

For the happy blue release fairy had granted the developers' wishes but had neglected one teeny tiny detail: the restrictive, regressive NDA still ruled over iPhone-land from its dark menacing tower in far-off Cupertino. The hard-working developers could not bring forth their coding jewels from the mines of iPhone Mordor. Instead, they labored under the cruel chains of confidential information and non-specific release clauses. Moreover, their inability to talk freely with one another about their challenges and successes hampered the advancement of the platform.

And then voices rose up: "We're mad as heck! And we're not going to take it any more!" And thus was born, Effing NDA.com. (Yes, that has been bowdlerized and the link is NSFW). Developers started tweeting their rage -- from the high hills of Oz to the depths of Silicon Valley.

And how does this little fairy tale end? We don't know for sure. It all rests in Apple's hands. Let's hope for a happy ending.