Last week's App Store update introduced Editor's Choice banners on the iOS and Mac App Stores that highlighted that week's best apps. In turn, App of the Week became Apple's way of promoting cherry picked apps while offering them for free (similar to app deals found on Amazon's App Store for the Kindle Fire). This week, Apple has subsequently introduced a rebranded "App of the Week" as the Editor's Choice section in the iOS App Store, showcasing both iPhone and iPad apps. The Editor's Choice section of the App Store aims to showcase the highest quality and the most innovative apps on their store, with the showcase being divided into new and previous picks. Apple recommends that you check back often to check for new applications.