I might be jumping to conclusion, but you say you don't have any programming experience - I take that to mean you don't have much CS background (software design & development (object or otherwise), operating systems, memory management, etc.).
To put it in perspective: Stanford is in the 10th week of an online
iPhone Application Programming course,
Prerequisites: C language and programming experience at the level of 106B or X. Recommended. UNIX, Object-oriented programming (OOP, OOD), graphical toolkits.
In other words, there's huge amount of training which is required to make sense out of what you're diving into. Yes, you can do some simple apps by modifying samples, but you won't be able to go much further.
There was another thread along similar lines - it mentioned the fact that successful apps (except for the fluke here and there) have not one, but teams of developers. Many of those have
degrees in CS - a bit different than picking up a book and jumping in.
I haven't done design and development for a few years now (ret.), but my advice comes from around 30 years in software engineering (embedded - assembly & high-level (incl. 'C' & 'C++'), also X-windows and Windows APIs and a smidgen of Mac). I'm thinking of playing around with the iPhone SDK (maybe even OS-X, too) - but, since I have the foundations, picking up a new language (Objective-C) and API isn't that big a deal.
Take some time out and at least get the gist of object oriented design and basic software design concepts - then, go back to the iPhone book. You won't feel so overwhelmed (the 'WTH' syndrome
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) and you'll have more fun doing it! Enjoy!