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No-one can deny the surge in popularity for smartphones over the last few years. But as well as an increase in the number of iPhones and other smartphones out there, the number of apps installed on those phones is also on the rise. In the US, Nielsen recently reported that between 2011 and 2012 the average number of apps per smartphone went up from 32 to 41 – and things have moved on apace since then. The bottom line is apps are up against stiff competition and lots of it, so they need to stand out from the crowd.