Simple, the novel banking venture, has released an enhanced version of its iPhone app.

Version 1.3.3, officially made available late Wednesday, adds features to the app’s ATM finder; improves payment creation; improves transaction editing; and generally makes the app look better.

Simple first released the app last May. This new version is nothing but an upgrade, but clearly Simple continues to refine its product.

One reality of today’s mobile scene is just how wildly crowded it has become. I counted 44 — yes, 44 — iPhone finance apps that are called “Simple” or “Simply.” And the fact is that there are literally thousands of finance apps for the iPhone available on iTunes. Even Simple’s iPhone app, which is remarkably well-constructed and elegant, no doubt gets lost amid the waterfall of apps. That’s reality, as harsh as it is.

ITunes does designate some apps as “Popular Apps,” and that listing gives precedence — and added exposure — to 240 apps. Simple’s app, alas, is not on the list. But notable “Popular Apps” include Lemon, Bamboo Wallet, Chase Mobile, and Green Dot Mobile.