Nick O’Neill covers the roll-out of the “extended profile” along with some nice screen shots.

He mentions the consequences for app developers and, by extension, brands. Is it a problem?

It can’t be seen yet, but as developers, we have a clear perspective. For us, we build applications that get used often and that help users express themselves. That means applications that stay above the “12-app fold”. So we aren’t worried about it.

That answer sounds obviously biased- but an impartial one leads to the same conclusion. Most app users simply don’t have that many applications. If they do, users are ignoring the ones at the bottom of their profiles. This measure is about limiting page load times, not developers. The overall landscape should remain the same.