Apple has added a nice treat to the free Apple Store app -- the app that lets you buy Apple products, pay for items in-store and make Genius Bar and One to One appointments. When you launch the app and bring up a store page, you'll find a link to download a paid app for free.
The app currently sharing the spotlight with your nearby store is Color Zen (normally US$0.99), and word on the street says that Apple will provide a new freebie each week. Sometimes it will be an app, other times an iBook and sometimes the company will give you a piece of iTunes media content.
9to5Mac reports that Apple Store employees install the app on any new iOS device during Personal Setup post-purchase. This is part of Tim Cook's master plan to use the app to boost iPhone sales at Apple Stores, and should certainly make the Apple Store app a "must launch" for many more people.