Forbes is reporting that Google is downright not happy with the Android Market. Many users are just not buying apps to make it as successful as Apple‘s App Store. Android’s platform manager, Eric Chu, said many new things would be coming to Android but no major specifcs were given and responded with “stay tuned” for most answers.

The info he did give about upcoming Market features:

• In-app payments: identical to Apple’s in app payment program
• Carrier billing: Apple does not do carrier billing but most people already have an iTunes account so it isn’t a major requested function.
• Improve user discovery of apps: This is where the App Store really makes Android’s Market look bad. Although many argue about the interface, Apple is regularly promoting apps and makes it relatively easy to find apps. They curate the store to make sure there isn’t repetitive, simple apps as well as any with malware. Google is going to start improving it by weeding out the Apps that violate the Market’s terms of service.
• Getting social: Google will be utilizing the Android address book to enable more social features.
• HTML5: Not much info. Google is just betting on HTML5 as a way to create apps.

Coincidently, Apple has just celebrated its 10 billionth App Store download.