Everyone thought Apple was going to have a Super Bowl ad, especially after Samsung had their cool ad which we talked about a couple of days ago, but nope - no ad from Apple.
What they did do during the Super Bowl was very quietly unveil their new product during the Star Trek: Into Darkness ad spot. At the end of the Star Trek Super Bowl spot, Paramount very quickly flashed a promotion for their iOS-based app, showing off a new AppStore.com link that takes people directly to it.
Apple already uses something similar with their iTunes links, but this new trick is designed so people can quickly type it into a mobile device, or remember something simple like AppStore.com/StarTrekApp. This means that whatever comes after AppStore.com can be at the developers' wishes, where developers can choose this when submitting an app, or use their company name to promote more than one of their apps.
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