Apple is reportedly working on a raft of changes to how search results are displayed on the App Store.
One of the most fundamental changes is that Apple may allow developers to pay to have their apps displayed more prominently. Like Google's sponsored ads that we are so familiar with, these apps would appear right at the top of search results.
Bloomberg reports that around 100 people are working on this project including many engineers from Apple’s advertising group iAd. Apple vice president Todd Teresi is said to be leading this effort.
Apple is also said to be looking at ways to improve how customers browse in the App Store. The team has not been working on this project for very long and it's unclear when any changes will be made.