Apple Announces App Store Small Business Program

The headline seems to be:

> New program reduces App Store commission to 15 percent for small businesses earning up to $1 million per year

This is great and will really help smaller developers, 15% is much more of a palatable tax than the 30% they had previously.

It's interesting that they haven't made this discount automatic. Each developer has to apply for the discount. Seen from a PR point of view they support small developers, but they will profit from those who are not aware, or who don't sell enough to justify the time spent on applying for discounts.

If this creates an incentive for developers to keep their apps below $1M, then wouldn't that increase the divide between them and the "big fish" who can easily take the 15% loss?