Distribution to App Store

via Titanium:
http://vimeo.com/10278960
1. select Distribute - Apple iTunes Store
2. it will auto launch XCode Organizer


via XCode 4:
1. Open the Scheme drop-down list and choose your application with iOS Device. See the screenshot below. (detach device from macbook will make it shown as iOS Device)

2. Click on Edit Scheme… to look at the Archive option. By default it builds a Release bundle and will be revealed in the Organizer:

3. Check out your usual building settings (product name, info.plist, version, Target Device Family, iOS Deployment Target, Code Signing Identity etc.).

4. Find the Product menu -> Archive option to build the release version. When ready, the Organizer will pop up.

Build Archive to be able to submit app to AppStore

The Organizer helps you manage your apps. You do not have to know any longer what folder your bundle is in. Xcode 4 and the Organizer takes care of all the file processes. Actually the build bundle is under a Derived Data folder of your project. The exact location is set in your Xcode preferences. See Xcode -> Preferences -> Locations tab.

5. In the Organizer select your new “archive” (in Xcode 3 language: the Release version of your app bundle). Validate it.

Validate and submit your app to AppStore

6. After successful validation Submit your app to iTunes. When finished its Archive status will be changed to Submitted.