I'm an iPhone fan and have always wanted to develop my own iPhone application.  I have a few ideas, but don't know where to start.  I bought Rob Walling's book for several reasons:  I plan on working in the job I already have while developing my app, I don't have start up funds from venture capital or angel investors, and I will also need to outsource the actual coding to someone else.  This book was perfect for my needs.  I learned of how the author launched his own products with no outside funding.  I also appreciated the tips on how to test your product idea before investing too much time and money.