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 Appstore.com 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 AppStore.com/StarTrekApp, whereas before it would have had to be https://itunes.apple.com/us/app/star-trek-app/id588255788?mt=8. Appstore.com itself, however, doesn't do anything beyond launching the App Store in iTunes.