The Star Trek Into Darkness Super Bowl trailer has more going on than just Benedict Cumberbatch — as CNET points out, it features the first example we've seen of a custom short link. Apple enabled this functionality for iOS developers a few days ago, and it allows for a more convenient URL than the previous links. For example, the Star Trek app can be accessed at, whereas before it would have had to be itself, however, doesn't do anything beyond launching the App Store in iTunes.