Comment by seanhunter

I don't recognize this picture at all. Even if you aren't distinguishing between ads and search results I'm not seeing scams as adverts but there may be a difference between the UK and US app stores in this respect perhaps.

For me on apple UK app store:

my bank - Ad: another legit bank. First result: my bank

Train company - Ad: a generic legit train booking app. First result: the train company

My broker - Ad: another broker. First result: my broker

Official government app for paying my tax - ad: a general tax app. First result: government app.

It stands to reason that they won't show an ad for the thing you're searching when it's the first organic result so I don't find this surprising.

[1] I have two and tried both. Results were the same with a different legit bank as the ad each time.