App Store serving editorial stories as part of their search results. 

Interesting to see Apple trying to give more exposure to app developers, educate their consumers while driving more usage of the search function in the App Store.

It's unknown how many stories in search terms are included. But for example, if you search ‘video’ you will see a ‘STORY’ - editorial search result, then the typical search results. It is known by editorial search result that the App Store icon and word ‘STORY’ denote editorial but not an app.
 

It also depends on the locale: in one locale the request may have editorial, but in the other locale the same request may not.

It's a good way to use the important investment that Apple has made in the production of editorial for the new iOS 11 App Store ‘Today’ section. Before that happened, stories in the Today section were available for a week and then were deleted. Now a 'STORY' is available on in search results.

Some extra point added by Apple are more useful search and special level of control with offered editorial that  matches the search.

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