What Apple is doing to help small developers benefit from App Store search ads

Since Apple announced plans to place app-install ads at the top of search results in its App Store, many have wondered how the program will impact independent developers with smaller marketing budgets.
Some, including The Loop’s Dave Mark and Mac developer Michael Tsai, have even speculated that the change could be detrimental to indie app makers.
However, Apple tells us it that it has worked hard to make sure that the search ads lead to more downloads of apps from smaller developers.
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