I guess the only answer to this is, “We’ll have to wait and see!” but it does seem a particularly difficult industry to break into the iPhone app market with. In my opinion IKEA, who only do a small amount of business through their website, are barking up the wrong tree. Their app only acts as paperless catalogue and nothing more. The House of Fraser app on the other hand lets users choose gifts by the recipient, which is a function that not many sites do well so if they can get it to work then they could be onto a winner.