I've described it to people as "Instapaper for Apps" but it seems like AppQuu may even fit that description better than Aptly. (I haven't finished the companion iPhone app yet, but feel free to try it. I'd love to hear what you think.)
I really like how simple and elegant AppQuu is. Being able to send the user an SMS is a great idea. It makes it feel a little magical. (Though, it's a little strange that I can't get to the list just by browsing to the site on my phone.)
I was definitely hesitant about putting in my phone number. That's actually why I went with email instead of phone numbers for login on Aptly. Talking with people made me realize it was a huge barrier of entry. I guess emails feel less valuable and are more commonly used for signing up with sites that you're not sure about.
How do you find or determine the app on the page? What happens if there are multiple apps linked on the page? Does it just add all of them? Also, what happens if someone enters a number that isn't theirs? Maybe you could send a confirmation SMS that requires the user to respond in order to verify their account.
Also, I'd love your feedback on Aptly since it's such a similar concept, but with a completely different execution. Well done!
P.s. Let me know if you have any questions. I've probably run across a few of the same ones myself. Cheers!