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When new apps are released they are usually available via direct link before they start appearing in search results. The roll out is gradual on a per country basis. With my apps it can take 1-3 hours before they appear in search on all stores.

I founded it on the home page of the App Store (iOS 6 version) under featured. Direct link didn't work for me.

I couldn't see it on the App Store, but when going to the direct link, I got a message saying it requires iOS 5.1 - I'm on 5.0.1. Maybe it's because your device isn't up to date.

If the search results are sorted by popularity, it will rise to the top very quickly.

Odd, I searched the store for "podcasts" and it was the first result.

When I searched for "podcasts apple" it was the very last result. I guess that's noble? At the very least they weren't using their status as the owner of the store to promote their own app, I'll give them that.