Right, iPhone App optimisation is pretty simple, think of it mostly like spamming Google with KW stuffing way back when. The one thing that makes it a little more difficult to game is that User input is hugely important as are sheer download numbers. But, the key points are as follows.
• Use Keywords in the App Title
• Get some user reviews
• Keyword stuff the body copy
• If there are similar apps which are popular reference them in the body text
• Release a free version of paid apps to generate interest.
• Keywords in copy
• Keywords listed
• Keyword in title
• User reviews
• User ratings
• User downloads
That should just about cover it. Pretty simple, pretty quick no waffle.