Google Apps customers will now be able to distribute internal Android apps of their own on a private apps channel on Google Play.
Company employees will simply sign in the Google Play client with their company email address to browse the Private Channel and download apps, which won't be vetted by Google first.
Google Apps customers will however still need to pay the $25 signup fee to make an account with Google Play developer console and publish their apps.
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Apple doesn't offer a similar service and likely won't any time soon, given its relatively draconian watch over its App Store.
On March 6, 2012 a merging of the Android Market and Google Music occurred, forming Google Play, which is now well and truly taking the fight to Apple.