Everything is Web-based, it's incredibly simple, AppLoop handles the submission process to the App store and there is even an analytics package to track usage. Currently, the App Generator is limited to a few partners, but by submitting your feed you will be notified when an invite is ready. It's certainly worth keeping an eye on. Apple has been pretty selective when it comes to the App store, so I'm guessing not every feed will be accepted. You will just have to try it to find out. And don't miss Website Magazine's upcoming November Digital Edition, where we will feature an article about mistakes to avoid when submitting iPhone Apps. Check out the video to see AppLoop in action.
Note: I had trouble submitting Website Magazine in Internet Explorer, but Firefox seemed to work.