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* Improve how? Isn't that the whole discussion?

* That will just amplify the effect of featured apps and then you lose all meaningful organic app discovery and a large chunk of the meritocracy of the store.

* Great but that will probably not make a huge difference.

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1) Relevance to the search term seems too low. I just did a search for "twitter" on the iPhone app store and six of the top 10 results had nothing to do with Twitter.

2) Maybe you're right, I'd still like to see Apple try it.

3) It doesn't have to be a huge difference for it be worth doing. A lot of little positive changes will add up.

If Apple's engineers have no other ideas, I'm sure they could improve search by scraping the result of the Google (or even Bing, I suppose) search:

<terms> site:itunes.apple.com

and then using that to drive their app search results.

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