“Using an AppStore.com URL that includes your app or company name, you can create links to a single app or all of your apps. These links are accessible worldwide and will automatically direct users to their country’s respective App Store or Mac App Store.”
Apple seems to be calling these new URLs short links, but from the looks of it, your URLs to App Store applications won’t be getting any shorter at all. They are, however, easier to look at and remember. Attached below are the structures and examples provided by Apple to developers in its technical Q&A document.
iOS: http://appstore.com/ for example, http://appstore.com/smule
Mac: http://appstore.com/mac/ for example, http://appstore.com/mac/popcap
iOS: http://appstore.com/ for example, http://appstore.com/ocarina
Mac: http://appstore.com/mac/ for example, http://appstore.com/mac/peggle
iOS: http://appstore.com// for example, http://appstore.com/smule/ocarina
Mac: http://appstore.com/mac// for example, http://appstore.com/mac/popcap/peggle