The conclusion that building an iOS app second as an enhancement to a pre-existing offering matches my own.

If you want your App to be more then just another lottery ticket, it needs to be additive. It needs to augment a pre-existing product.

If you look at your phone now, how many third party apps are app first products (besides games and camera apps)?

Here's my list: Instagram, Waze, HeartRateFree, Uber. 4 out of 72 apps.