This process isn't for individual domains. They're bidding to own(?)/run/operate the entire TLD. Similar to how, eg, the entire .uk ccTLD is administered by N

This process isn't for individual domains. They're bidding to own(?)/run/operate the entire TLD. Similar to how, eg, the entire .uk ccTLD is administered by Nominet. So they're not buying "every .app domain". They're buying (the rights to?) the administer the entire TLD.