Apple has launched a new outlet for developers to promote apps:

The website had a quiet grand opening last night at the Superbowl during the commercial for the film Star Trek: Into Darkness. At the end of the commercial, Paramount promoted the film's corresponding iOS app with the link, which can be typed directly into your mobile browser. 

Developers will be able to change their link to their liking, which makes it easier to promote apps and easier for users to remember an app to download at a later date compared to an iTunes link.

Apple has owned the domain for some time but this is the first time the company has made use of vanity URLs. After the announcement of the App Store in 2008, was given as a personal gift to the late Steve Jobs from Salesforce CEO Marc Benioff. 

Details for developers and the App Store can be found here.

[via CNET]