Apple is also going to start showing search ads for apps in its iOS App Store search results for the first time, something the company had previously resisted. "We’ve thought about how to carefully do it in a way that, first and foremost, customers will be happy with," Schiller says, adding that he believes the ad auction system in App Store search will be "fair to developers, and fair for indie developers, too."

Brace for the shitstorm

My comment on reddit:https://www.reddit.com/r/apple/comments/4n62ny/app_store_20/