The Monday meaning June 22nd, the day of the announcement. My experience suggests it's limited purely by supply rather than a special decision-making process.
SJ_UnderWater
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I applied personally on the Monday and was approved the next day, and I don't have any apps in the App Store. Now that it's August, it might be that there are delays manufacturing enough to meet the last wave of demand, and there's no telling when the program will "end" other than when Big Sur is released.
A small correction if others read this later, the entitlement is to run without root, not in every case.