To work with Hotpaw2's answer:
Bundle creator is an obsolete
4-character field for iOS apps. I
leave it blank with no problems.
Leave this blank, as stated. (I used to write APLM for "Apple Mobile".
Bundle name is what appears under your
icon. Make sure it fits under the
icon. It has to be not misleadingly
different from your app's name.
For example, I had an app called Jewish Music Stream. I put JewishMusic in this field. It fits and it is similar to my app name. If I wrote Death Metal, I may have been rejected. If i would have written Jewish Music Stream, it would have appeared as Jewi...Stream or something like that.
Bundle ID is your unique reverse DNS.
You don't have to have a web site for
this particular app. But your
registered web domain and a unique app
name (or web page) would be
appropriate for this field (reversed
of course). It has to be compatible
with you provision (which might be
wildcarded). The Bundle ID should not
have the wildcard.
Mine was com.yetanotheriphoneapp.jms
The restriction on product file name
is no spaces or special characters.
Nobody sees it, so it can be almost
anything (unique for your apps and
non-misleading). I've had old obsolete
project names on mine, but the apps
were still accepted.
The truth is that people can see your app name if they have XCode, or if they look into the iTunes folder for the actual binaries. This makes no difference, but it's an interesting habit - naming your binaries.
For the record, my app example app is no longer on the app store. It was developer removed after the site behind it went down. (Feel free to search
Good luck to you and may you make many successful apps!