Most people find apps by browsing the various app stores. The second most common way is through word of mouth (Facebook is the new ‘word-of-mouth). This is why I have said for a long time that responsive design websites are a better investment than apps—because Google is so good at getting users to information solutions. Also, building a website is cheaper than building an app.
Now, according to SearchEngineLand.com, Apple is getting with the program and looking to improve their search. Their first run at maps left a lot to be desired, as has their search function within the App Store. I suspect over time, App Store search will improve enough to make it a non-issue. This looks to be the first step.