Apple has little interest in more equitable distribution of sales. Particularly in the early days of the App Store when they needed to attract developers, it made better headlines to have one dev making $10M than to have 100 making $100K. It was the illusion of a gold rush that helped grow the App Store so quickly. At this point attracting developers isn't much of a concern, but there's still little incentive to make app discovery easier. Apple only needs enough quality apps to populate their lists. The other 99.9% serve to pad the number of iOS apps for marketing purposes so that Apple can club Android over the head. For users it doesn't matter much that there are 500,000 iOS apps because there remains no really good way to find most of them. But that big number sure sounds good in commercials.