Sun talked up its promised new Apple-beholden Java Store at JavaOne.

It said a private beta was underway and would open to all U.S.-based Java users later this year.

It also said that developers can begin submitting Java SE- and JavaFX-based applications to a Java Warehouse for distribution in the Java Store.

Consumers can go http://store.java.com to sign up to try to participate in the private beta program and developers can submit applications at http://java.sun.com/warehouse.

Apparently the Java Store, created in JavaFX to bypass potentially hostile browsers, will automatically be delivered to end users via the Java Runtime Environment (JRE). Sun says it contains personal productivity, business, social graph, and entertainment software organized in a simple intuitive user interface.

The apps can be installed by dragging them out of the store and onto the desktop.

Sun claims the Java Warehouse is "unique in that it will facilitate the aggregation, management and distribution of Java applications across all the screens of a customer's life - browser, desktop, mobile, and TV."

Sun means to manage the desktop-focused Java Store, while mobile and TV service providers can use the Java Warehouse to acquire applications for their existing, private branded storefronts.

Sun CEO Jonathan Schwartz has previously imagined developers eventually bidding for position and Sun charging for distribution and the desktop delivery.

There are supposed to be 6.5 million Java developers in the world and seven billion Java devices, 2.6 million mobile devices, 40 million set-top boxes and 800 million Java desktops - numbers that intrigue Sun's new owner Larry Ellison.