Is this what you call a soft-launch? Download the just-released iTunes 7.7 software, and there's a prominent link to the iPhone / iPod Touch App Store on the homepage of the iTunes Store.

Yep, it's up and running, with all the games (and other apps) fully browsable.

Over on Pocket Gamer I'm writing stories on the key launch games, which so far include South Park Imaginationland, Space Monkey, Texas Hold'em and Critter Crunch, with many more to come in the course of this afternoon and evening on our new iPhone section.

Publishers will be raising quizzical eyebrows though. Having been warned repeatedly by Apple that leaking news of their games before 5pm tonight would not be tolerated, Apple has gone and launched the store before then, with all games freely browsable.

Strange... It should be noted that although games can be browsed and purchased now, the iPhone 2.0 software required to run them hasn't been released yet.