Outgoing Google CEO Eric Schmidt on Wednesday countered Apple’s introduction of its new subscription service for App Store apps with Google One Pass, a new service intended to “let publishers set their own prices and terms for their digital content.”

[ad#Google Adsense 300×250 in story]One Pass publishers will be able to offer ocntent on Google-enabled tablets, smartphones and Web sites using the same credentials. But more important, from the perspective of the content providers, Google isn’t putting any limits on how the subscription model works.

“…publishers can customize how and when they charge for content while experimenting with different models to see what works best for them,” according to a blog post from Lee Shirani, Google Commerce director, business product management. Publishers can use “fremium,” subscriptions, metered access, or single article sales. Google is there to facilitate the sale using Google Checkout.

Google counts a modest number of businesses among the first to support One Pass, including Bonnier – publisher of Popular Science, which is also available to iOS users under the terms of Apple’s new subscription service.

Google has made One Pass available in the U.S., Canada, France, Germany, Italy, Spain and the U.K.