With so many free applications in the Apple store, Avantar found the competitive advantage of being out early dwindles fast. Free was the only way to capture a larger market share, Alvarez says. They've had more than 2 million downloads, and Yellow Pages is the No. 1 free download under "navigation" in the app store, while Showtimes is Macworld's "best movie app."

If applications become popular enough, he says, they'll make some money with them. The trick, with so many developers, he adds, is figuring out a good long-term strategy.

Other Utahns are still trying to create that first unique program. Zach Holmquist says he wants to stand on the corner of 300 South and 300 West and use an iPhone to learn about the place — and maybe leave a little note for the next fellow who stands there, or read about the area with Wikipedia or pick up a note left by someone who passed by a few minutes ago. At a concert, the Salt Lake Web developer wants his iPhone to tell him which of his friends is there and where they're sitting.

Like a growing number of Utahns, he is determined to learn not just how best to use Apple's iPhone, but to develop applications for it. He's part of the iPhone Salt Lake User Group, which meets monthly. There are other groups, including a Utah developers group on Facebook.

E-MAIL: lois@desnews.com