i think this is how this works now

examples/flaskr/README

@@ -11,7 +11,7 @@
 
       1. edit the configuration in the factory.py file or
          export an FLASKR_SETTINGS environment variable
-         pointing to a configuration file or pass in a 
+         pointing to a configuration file or pass in a
          dictionary with config values using the create_app
          function.
 
@@ -21,7 +21,7 @@
 
       3. Instruct flask to use the right application
 
-         export FLASK_APP=flaskr._cliapp
+         export FLASK_APP=flaskr.factory:create_app()
 
       4. initialize the database with this command:
 

examples/flaskr/flaskr/_cliapp.py

@@ -1,15 +0,0 @@
-# -*- coding: utf-8 -*-
-"""
-    Flaskr
-    ~~~~~~
-
-    A microblog example application written as Flask tutorial with
-    Flask and sqlite3.
-
-    :copyright: (c) 2015 by Armin Ronacher.
-    :license: BSD, see LICENSE for more details.
-"""
-
-from flaskr.factory import create_app
-
-app = create_app()