“App store really democratizes everyone like just how Paramount Pictures and a YouTube influencer at the same stage when it comes to YouTube — a new app can pretty much get the top spot.”

App Store is the great equalizer — even Microsoft competes keyword-by-keyword

The App Store gives no permanent advantage based on company size or brand recognition. Microsoft targets competitor keywords and 'jobs-to-be-done' terms because any smaller app can outrank them if it does the work. That democratic reality means keyword strategy matters just as much for a trillion-dollar company as for a solo founder.