Are you talking about the web apps that are listed on the apple site? If so, you don't actually install them onto your phone, you just create links to them that can be directly accessed to them from your HOME screen. To do so, you need to have installed the most current update to the iPhone, open the webapp, click the little (+) symbol, and choose ADD TO HOME SCREEN.
To physically install an app onto your iPhone you have to jailbreak or unlock your iPhone. If that's something you're interested in, check out iPhonehacks.com
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