Every application in the App Store is included in your plan. There's no per-app license, no install fee, and no incremental charge for adding another instance beyond staying within your plan's app-count and resource limits.
That's a different shape of pricing from hosting providers that charge per deployed service, where the bill grows with every additional app regardless of how little compute it actually uses. On VCloud, what you pay for is the compute allocated to your organization as a whole - install two apps or ten, and the bill is driven by usage, not by a count of what's running.
See Plans for how the three tiers differ, and How VCloud compares for how this contrasts with per-service and usage-based alternatives.