Google has announced its answer to Apple's new subscription service for the App Store - Google One Pass.

The service lets publishers set their own prices for digital content and was introduced at the Humboldt University in Berlin today by Eric Schmidt, Google's CEO.

Publishers using One Pass can let their subscribers access content on their tablets, smartphones or online using a single sign-on, Google said. They also have control over how and when they charge for content, as Google One Pass supports subscriptions and micro-payments as well as free access.

In a blog post, Lee Shirani, director, business product management, Google Commerce said: "The service lets publishers give existing print subscribers free (or discounted) access to digital content. We take care of the rest, including payments technology handled via Google Checkout.

"Our goal is to provide an open and flexible platform that furthers our commitment to support publishers, journalism and access to quality content. This is another initiative developed to enable publishers to promote and distribute digital content," Shirani continued.

Google's approach is markedly different to Apple's, with Cupertino insisting on a degree of control over subscriptions offered by publishers in the App Store - as well as a 30 per cent cut.

Some app publishers are already reportedly unhappy with Apple's subscription service for the App Store, with Rhapsody particularly miffed about Apple's insistence on a 30 per cent cut of subscriptions.