I am not exactly familiar with how the Apple App Store is structured, but I know Google Play has sections for top new apps[1], which is restricted to only recent apps.

It still doesn't solve the problem of launching an app and having no one download it, but at least it means that they're not competing against entrenched apps with millions of installs.

[1] https://play.google.com/store/apps/collection/topselling_new...