This seems to help out newer apps, which otherwise might not be able to break into a market that is dominated by existing players. If Apple wants to encourage n

This seems to help out newer apps, which otherwise might not be able to break into a market that is dominated by existing players. If Apple wants to encourage new entrants to such markets, then they would want to allow this sort of targeted competition. That said, it does seem like a pretty niche thing for Apple to have developed and rolled out. My guess is that as an outsider I don't understand this, but there are some pressures internally to change the dynamics of the App Store. I'd say an easier way to fix this would be to make search actually work in the App Store. I have typed in the exact name of an app and been forced to scroll through tens of apps — many quite unrelated — before reaching the one I was looking for. The brokenness of search really hurts upstarts.