Last month, Ms. Kamali entered the iPhone app business herself, launching a free application to sell looks from her three collections. From their phones, users can purchase 15 new looks from Ms. Kamali’s lines at eBay (EBAY) and Wal-Mart (WMT) as well as her high-end designer line. “In the fashion business, you see the runway collection, and then it’s a few months later that you actually get it, in stores,” Ms. Kamali says. “But we know that everybody is taking pictures during the shows and downloading them on YouTube—and what’s the big secret?” She adds: ” ‘We want it now!’ That’s the kind of attitude we’re at.”

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The company also said it will be releasing a new navigation menu to allow users to gain quicker access to hundreds of thousands of applications from the left-hand side of their screens.

At the event at its Palo Alto, Calif. headquarters, the company also snuck in some news of a slightly different flavor. The social networking site said that it plans next year to release a tool that will allow any Web page to show up in Facebook search results.

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The tweens and twenty-somethings who flock to the site can still keep playing games there without paying. But the company wants to convince a few of them to start shelling out $5 a month for subscriptions that gives them access to bonus goodies and credits they can use for power-ups and other virtual goods. The credits will first be used on the site’s new “Hover Kart” game and will eventually be rolled out it to the rest of its 11-game portfolio.

Virtual goods + subscriptions + online games isn’t a new idea by any stretch. It’s really big in Asia, and there are several companies trying to port the model to the U.S. Some, most notably Activision Blizzard’s (ATVI) World of Warcraft and Disney’s (DIS) Club Penguin, are enjoying success on a large scale. I’m just noting OMGPOP’s foray for a couple reasons:

1) Gotta give the company credit for sticking to its guns, from an intellectual property perspective. The site has no problem taking games that have been successful for other people and offering refurbished versions of its own. “Blockles,” its first game, is a Tetris clone. And Hover Kart, its newest one, is an homage to Nintendo’s Mario Kart, which absconded with many of my hours in the mid-90s.

The folks at OMGPOP (and their backers, which include Twitter investor Spark Capital) think this is kosher because they’re not using the games’ trademarked names or characters–only their game play/mechanics (see: the Scrabble/Scrabulous/Lexulous imbroglio). But they’re already spending money defending a Tetris lawsuit, and it will be interesting to see what Nintendo’s legal team has to say about the new game.

2) Gotta give the company, and founder Charles Forman, credit for evolving. Two years ago, Forman was a Y Combinator graduate running a site called iminlikewithyou that was supposed to be some kind of flirting/dating/Facebook hybrid. It got glowing praise from the likes of Om Malik, but it was hard to see how it was going to amount to a business. So Forman changed direction and turned it into a game site.

Fast-forward to today and it’s still not clear if there’s a successful business yet–the site has sold a couple T-shirts, but that’s about it. But at least you can see how it might work. And compared to a lot of its Web 2.0 peers, that’s saying something.

“Copyrights are not supposed to protect board games,” intellectual property attorney Pete Kinsella told CNet News.com. “What copyrights protect is the expression of an idea rather than the idea itself. The law allows people to design around things, and particularly when there isn’t patent protection, the law has great incentive to design around things by making things somewhat different.”

Which is an unfortunate state of affairs for Hasbro (HAS): The newly launched Wordscraper has, in a very short time, already signed up 3,569 users. And it will surely gather more as word of its debut spreads. What will the game company do now? What will it do if Wordscraper’s creators release it as a true board game?

“Scrabble: Every Word’s a WINNER!”

Except for Scrabulous, apparently. The online knockoff of Hasbro’s 75-year-old word game has been removed from Facebook at the game-maker’s request. “In response to a legal request from Hasbro, the copyright and trademark holder for Scrabble in the U.S. & Canada, the developers of Scrabulous have suspended their application in the U.S. and Canada until further notice,” Facebook explained in a statement.

Not exactly a surprise, given recent events. Last week, Hasbro filed suit against Scrabulous creators Jayant and Rajat Agarwalla, claiming trademark and copyright infringement. “Hasbro has an obligation to act appropriately against infringement of our intellectual properties,” said Barry Nagler, Hasbro’s general counsel, at the time. “We view the Scrabulous application as clear and blatant infringement of our Scrabble intellectual property, and we are pursuing this legal action in accordance with the interests of our shareholders, and the integrity of the Scrabble brand.”

An understandable view. Scrabulous is, let’s face it, trading on Scrabble’s name and conceit. And, until it was pulled, it had over two million users and was generating over $25,000 per month in revenue–for someone other than Hasbro. That said, when was the last time you played Scrabble offline?

If you answered, “I can’t recall,” or “at Aunt Marge’s house when I was eleven,” you’re probably like a lot of other folks out there who only rediscovered the game because of Scrabulous. And when you think about it that way, Scrabulous could have been the perfect licensing opportunity for Hasbro (HAS), had the company decided to view it as that, instead of an affront to its intellectual property. Two-million- users-and-growing is a hell of a lot better than the 8,900 users the official Scrabble Facebook app has garnered since its launch earlier this month.

Scrabble is just one of the many ‘apps’ available for the iPhone and iPod Touch.

In just the first 10 days since the new iPhone and the App Store launched on July 11, more than 900 programs — applications, or “apps,” in tech jargon — have been introduced by numerous developers. Over 90% cost less than $10 or are free.

Even more noteworthy: iPhone and Touch users have downloaded 25 million copies of these programs, ranging from silly sound effects to challenging games; from news readers to restaurant locators; from social-networking programs to business applications.

We have been furiously downloading and trying out scores of these programs, using a new iPhone 3G, an original iPhone and an iPod Touch, and in general, we are very impressed. We found the process of choosing and downloading apps to be easy and quick, and most of the programs to be useful or entertaining. The vast majority are nicely designed, with great graphics and effective, simple user interfaces.

The easy availability of so many programs written by developers beyond Apple (AAPL) itself makes the iPhone a true computing platform, like a pocket-sized Windows or Macintosh PC. With so many programs already available, and many more in the pipeline, iPhone and Touch owners can have a device with fresh, different capabilities every day.

But the process isn’t perfect. For one thing, it is controlled by Apple, which can theoretically bar a program from distribution or take its time making one available.

There are also some glitches. If you download a lot of apps in a short period, it can slow the phone’s next synchronization with iTunes to a crawl, while iTunes tries to back up all the new programs, each of which can contain numerous hidden files. And there’s a bug in the new iPhone operating system that causes apps to crash, and can even force the iPhone or Touch to reboot, if you use a large number of the new apps in quick succession. Apple says it is working on fixing the latter problem.

Also, Apple’s claim of over 900 programs is somewhat misleading, because more than 100 of those are individual books you can read on the phone.

Apple’s baby isn’t the first smart phone that has attracted developers. Thousands of third-party programs already exist for Nokia (NOK) phones, BlackBerrys, and phones running the Palm (PALM) and Windows Mobile operating systems. But, compared with the graphically rich, snappy iPhone apps — many of which fetch data from the Internet at high speed — the typical program on these older platforms looks positively primitive.

AOL’s AIM program

The App Store can be accessed either from the device itself or from Apple’s iTunes software on a Windows or Mac computer, which then transfers the app to the iPhone or Touch. The programs cover a wide range.

Some fill in obvious holes in Apple’s original complement of iPhone software, things the iPhone has lacked that other phones have. These include AOL (TWX) Instant Messenger, a variety of task and to-do lists, sophisticated note takers and a voice dialer. There are numerous versions of popular board, card and word games, like solitaire, mahjong, Scrabble and Sudoku. There are also eye-popping iPhone versions of popular video games, some controlled by the phone’s motion detectors, which allow you to move cars and characters by just tilting the phone.

Numerous programs let you perform Internet functions without using the Web browser on the iPhone or iPod Touch. These include news readers, Internet radio players, sports-information apps, and programs that let you blog or use Google (GOOG) or Facebook or MySpace.

There are business programs from Oracle (ORCL), Salesforce.com and Bloomberg. And there’s a clutch of Bible programs.

Some are simply goofy, like a virtual Star Wars-like lightsaber, a rotary-phone dialer and a virtual “stapler.” And several programs turn the phone into a flashlight for emergencies.

There are way too many interesting apps to review here, but these are some we liked, in no particular order.

AOL Radio

AIM: free

This version of AOL’s popular instant-messaging program does a competent job with text chat, though it can’t yet do video or audio chats, or transfer files. Because Apple isn’t allowing third-party programs to run constantly in the background, you can’t receive new messages in AIM while doing other things. This will supposedly be fixed by new Apple technology due later this year.

AOL Radio: free

While the iPhone and Touch contain full, terrific iPod capabilities, they don’t come with Internet radio players like this one. It can stream music and talk from a wide variety of online sources, including the Internet versions of broadcast radio stations.

Evernote: free

This is an elegant note-taker that has been on computers for a while. You can jot down text notes, store photos or dictate audio memos. And it synchronizes with your Evernote account on Windows or Mac PCs or the Web.

Instapaper: free

A handy way to store Web pages on your iPhone or Touch for reading when you’re offline. While on your computer, an Instapaper button added to the Web browser can snag Web pages for your personal Instapaper database. Then, when your iPhone or iPod Touch is online, it synchronizes with the Web-based Instapaper database. Later, when you’re offline, the pages are still there on the device, ready to read.

Travelocity TravelTools: free

You can use this to check flight schedules, gate assignments and security waiting times. While you can’t book flights through this app, there’s a button that automatically calls Travelocity’s toll-free booking line.

More Cowbell!: free

This is inspired by the Christopher Walken/Will Ferrell Saturday Night Live skit, which made the lowly cowbell a cult musical instrument. Whenever you tap the on-screen cowbell, it makes the recognizable, hollow sound heard in songs like “Down on the Corner,” by Creedence Clearwater Revival. You can play along with any song you choose on the iPod Touch or iPhone.

Touch Tarot: $0.99

Touch Tarot

Touch Tarot is a digital tarot-card reading that takes place on your iPod Touch or iPhone, instead of at a table inside an incense-scented tent at the county fair. Phrasing above each card tells its general category, and below each card is a brief explanation of its meaning. For example, we turned over the Wheel of Fortune card in one card reading, and it said, “Advancement for good or ill. The unexpected may occur. Good fortune.”

iWant: free

The iWant app displays 12 black-and-white icons on your device’s screen, each representing a different category of something you might be looking for — including restaurants, bars, cafés, hotels, drugstores, banks, car rentals and movies, among others. The device identifies your location, and each category can be tweaked to search by distance or highest rankings from Yelp, a user-written rating service.

Urbanspoon: free

Urbanspoon resembles a slot machine: From left to right, columns show the location, cuisine and cost of nearby restaurants. Instead of pulling a lever to start the slot machine, you simply shake your iPhone or iPod Touch whenever you want to find a restaurant. When it stops, you see the name of a restaurant near you and its classification in each category. (You can also specify what location, cuisine or cost you’re looking for.)

Air Hockey: $0.99

Air hockey works like the game you used to play in your best friend’s basement. You play against the computer, using a fingertip to push red or blue mallets that move a puck around the screen-turned-table and trying to sneak the puck past your computer opponent to score a goal.

MotionX Poker: $4.99

MotionX Poker

This is an addictive poker game, played with realistic, beautifully rendered dice instead of cards. The cool thing is that you roll the dice by simply shaking the iPhone or iPod Touch; convincing sound effects accompany each roll of the dice.

MLB.com At Bat: $4.99

There are lots of cellphone apps and services that can give you live updates on baseball games. What’s special about this one is that it adds video clips of key plays that you can view while the games are still in progress, using the full power of the gorgeous screen and video player on the iPhone and the Touch.

Crash Bandicoot Nitro Kart 3D: $9.99

This is a rollicking, fun iPhone and iPod Touch rendition of the classic video racing game, where you control your car by tilting the phone. The graphics are good, and the game-play is responsive.

Truphone: free

This is the first app for the iPhone that allows you to make cheap phone calls over the Internet instead of using the built-in cellphone capability, which can be much costlier, especially for international calls. In our tests, we had some trouble at first, but after we removed and re-installed the program, it worked fine. Calls to 40 countries are six cents a minute to landlines and 30 cents a minute to cellphones. The iPod Touch lacks a microphone, so this app works only on the iPhone.

Write to Walt and Katie at mossbergsolution@wsj.com