Every time a new app is uploaded to and approved by the App Store, it appears in the ‘New Releases’ chart of its respective category. This placement is a great way for developers to gain some initial downloads, but developers are also receiving another boost from Apple that they may not expect.
For the first 7 days after an app launch, iOS apps are given a “keyword boost”. This keyword boost is another great way for devs to gain those crucial, initial downloads and is one of the few ways that Apple aids in app discovery.
But, after this boost, downloads and keyword rankings will decrease dramatically (the “7-Day Cliff”). The trick is to use this 7-day boost to your advantage before your keyword strength is reduced.
Not sold on the 7-Day Cliff? Check out these charts from SensorTower with data from an app launched on August 8 and an app launched on July 17: