Apple today has introduced App Store short links for developers as a way to promote their apps. Instead of having a long App Store URL, developers can now use the AppStore.com domain to include their company or app name for an easier to remember link for customers:
Provide a simple way for users to find your apps with easy-to-remember App Store Short Links. Using an AppStore.com URL that includes your app or company name, you can create links to a single app or all of your apps. These links are accessible worldwide and will automatically direct users to their country’s respective App Store or Mac App Store.
Examples:
AppStore.com/Keynote
AppStore.com/Apple
The following Technical Q&A QA1633 document goes into further detail on how developers can start taking advantage of the AppStore.com URL as a way to promote their apps within the App Store and Mac App Store.
Update: the first example of using app shortening URLs was shown at the Super Bowl, for the following Star Trek app ad, as spotted by CNET:
