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A private app can be pushed into the devices in your organization, without being in the public play store domain through Managed Google Play.
The new feature introduced by Google would let organizations upload and host private apps only for their organization. But a primary requirement for this feature is a UEM. This new method is very simple as it is a 2-step process and requires only an app name and an APK file.
The process is pretty straightforward. First, the app has to be uploaded to the iFrame. The app will be uploaded to managed Google Play against the Android Enterprise organisation ID in which the UEM is binded. Apps uploaded in this way cannot be made public, and therefore are only useful for internal, non-public applications. In the iFrame window, there is a section called Private apps, where you are provided with an option to add a new app. Once the option is clicked, the app name has to be given and the APK is to be uploaded. Once done the app is uploaded to the console and will be available shortly.
These apps can now be managed and configurations can be pushed to them remotely.