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Do you mean ads or organic results?

Apple should remove App Store search ads altogether (I'm sure they won't). By definition they won't give you the app you searched for, because the keyword will be bought by a competitor or even a scam.

If Apple is making money from showing incorrect search results, isn’t that worse?

What if you're searching for "bank" or "flashlight" or "map"?

> "Pretty much every brand or app I search for finds a competitor first."

You're going to hate Amazon.com.

Amazon is known to be a flea market though. Apple is supposed to be the Nordstrom of this sector.

Do you mean the ad at the top? For me, the first result is always an ad which is mostly not the right result, and the second entry (the first actual result) is the right app.