The App Store has one slot at the top of the search listing for a promoted app. This will change to multiple slots.

As an app developer, I used to have to outbid everyone to get the one and only spot. Now I need only outbid the top 3 bidders (or however many slots there are).

I advertised for many months back when App Store ads first started, and it was worth the expense because of higher sales. I no longer advertise because the one and only slot is far outbid what that slot is worth to me, and that I can recoup without spending a lot or raising the price for the app.

So I chose not to advertise and keep the app price lower.

You will be able to win more bids, but you'll be bidding for something significantly less valuable, and the entire experience for users will be worsened.

It's the Amazonification of the App Store. Next it'll morph into more ads than legitimate results. Your app won't show up at all unless you pay your mafia dues.