It has been reported that Google Play now supports private apps, enabling users to leverage Google AI Studio to create Android applications for personal use via AI, and deploy them to their own devices using a standard Google account without prior public publishing on Google Play. These apps will not appear in store searches or app listings, nor will they be shared with users beyond the creator, yet they must still comply with existing Google Play policies.

The feature is initially available only to users aged 18 and above in the United States. Google states that over the coming months, it will enable sharing these apps with a trusted, limited group of users; if an app requires public release, it must undergo trust and security review. Additionally, Google is updating the Game Finder feature in the Play Store and enhancing the Ask Play assistant with support for app comparisons.