This sucks. This page makes it clear this is the motivation for "Ads on Maps", as they talk about it prominently here - they are now directly selling the attention of their device consumers to their business customers.

I guess they were doing that before in the App Store, which is of course also awful.

Their voice assistant is somewhat opinionated about how it will search the App Store for you

https://i.ibb.co/zV8d9gbc/IMG-2177.jpg

They dynamically reveal 1-3 results and only show a “see more options in App Store” button when they feel like it.