icueTV, a Cherry Hill-based startup that has been working primarily on developing a platform for interactive apps to enable eCommerce on Cable TV, recently launched a new and somewhat different venture, DropWallet, and its first new iOS app for the iPhone in conjunction with Real Simple magazine.

Real Simple’s mobile eCommerce app currently features 50 fairly inexpensive suggested Mother’s Day gifts selected by the magazine’s editors. It will follow up with suggested gifts for graduation and Father’s Day.

What makes this app different is that DropWallet keeps the entire shopping and purchasing experience within the magazine’s own site, rather then sending readers to some other site such as, perhaps, Amazon. Real Simple keeps a cut of each transaction.

Mashable reports that since Real Simple is a Time Inc. publication, there is obvious potential for expansion to other titles and platforms within Time if this trial is successful.

The Real Simple Gift Guide iPhone app is available for download from the App store.

icueTV has until now been focused on Cable TV apps, a market it continues to develop. Interactive TV, however, continues to be slow in gaining scale due to a combination of technological and marketing hurdles. DropWallet, which focuses on publishers, has no TV app at this time.

[Reposted with permission of Philly Tech News. The original article appeared April 17,2012]