Search still rules the jungle in the Appstore and Google Play

An interesting (not very deep but still interesting) sponsored article at VentureBeat showcasing how SEARCH still the main source of organic traffic for app developers via App Store or Google play.
One of the interesting points the article mentions but it fails to go deeper is how the app developers are having more tools to drive organic traffic via Google Play vs App store.
Obviously this may be thanks that Google really incorporates in Google play the importance of the search algorithm and how Google is clearly giving green light to the many SEO factors to migrate to ASO.
I wonder how long will take for Apple to realize that Google may win the app battle just by Apple failure to improve the App store algorithm and improve the search experience?