Beyond Search Ads and a bunch of new options for In-App Subscriptions, Apple is making a few subtler changes to how the App Store's storefront apps function in the hope of improving app discovery.
As per SVP of Worldwide Marketing Phil Schiller, who also manages App Stores and Apple's relations with developers, the store's Featured tab will soon filter any apps you already have installed on your device, so that you're only looking at new apps.