I just launched my first iOS app a few days ago. The marketing is probably at least half the work. We're in the education space and it's been a little hard really developing contacts and getting attention without an app, so we built a fairly simple first app mostly to get into the space and build a network. We're hoping that pays off for later, more ambitious apps.
Even though I should know better, I was surprised how many people asked for our app on Android, especially for the Kindle Fire. I had planned to eventually do an Android port, but I scrambled and got a port done and submitted to Amazon today (Google Play to follow). It really hit me today that if half or more of the work is the marketing and non-development tasks, it makes even more sense to address the top two markets. I just don't know how much Android users will really pay. We're hoping that the education space, again especially on the Kindle Fire, is a little more willing to buy apps rather than just grab the free game of the day.