For me, the first step before publishing is to make a simple website (Not only for this game, but for all of them, it's cool, you have that!) with a devblog.
On this website, use the fact it's possible for you to make a Flash demo of your game with many links to the Appstore.
On the devblog, show some stuff.
Make a facebook page, a twitter.
When all of that is good, send the game to the appstore, and search for some review.
When the game is here, use your contacts to promote your game with Facebook and Twitter.
It's not magic, but I think it's a good support for a game.