The fact that developers are not the target audience is, I think, a problem. It means that apps will be created that developers think people would want to buy, NOT apps that developers would want to use.
I must use a different machine to build applications for this, which means on the gradient of iphone to macbook, it's much closer to the iphone. If the only niche it fills is for grandmothers, secretaries and managers, how will the developers ever really grok it? It seems like they'd only be monetarily driven... and that just sounds like iFart.