I have an explanation from support.
It seems that “new” badge period (2 weeks) counts against timestamp of issuing a first public version on marketplace and not taking completely under consideration Atlassian approval proces which may take 3 weeks now. So you have a “new” badge for newly published apps during a time when your app is not published (which should mean “publicity visible for customers and available to trial or installed it by them”) at all.
A little aberration it is. The momentum for the app is lots.
So this is a little warning for new apps (on forge?) - your launch may be broken on atlassian marketplace.