The "increased opportunity" is for advertisers. For users it will mean more ads in their search results. Not sure if they provide users with a switch to turn off the opportunities. Apple doesn't like configuration options too much, i guess users will have to live with more ads and spend extra time to find what they were searching when using the shop search where you go to search for specific apps. Maybe Apple AI will present the user with their desired search result without first scrolling through more ads but i sense that there, too, might be new opportunities.