Newsstand exploits this instinct. Its dynamic icon shows what currently rests on your virtual shelves. When you first install iOS 5 or get your new iPhone or iPad, the Newsstand icon’s empty shelves sit there on your home screen, looking lonely. You tap the icon, you see the full-sized empty shelves, and then you see the “Store” button right there to help you fill them. As you fill the first shelf, another empty one appears below it, beckoning you further.
Great news for publishers.