For the consumer, discoverability isn't a problem. The download numbers are through the roof, and continue to grow year over year. For the publisher/developer,

For the consumer, discoverability isn't a problem. The download numbers are through the roof, and continue to grow year over year. For the publisher/developer, discoverability is a challenge. There are certainly steps that you can take to improve your app store presence (keywords in titles, on point descriptions, etc.). So much of the app marketplace depends on word-of-mouth marketing. Build a good app, and people will find you...regardless of how app store search works.