My father just bought himself an iPhone 4s and it's the first I've used the Apple Appstore. All of the apps I saw were great and looked non-spammy. Even the free ones didn't give me pause to install them.
Contrast this with the Google Play store where I have to cautiously read what permissions I'm giving and see that it doesn't install ads everywhere. I do _not_ feel safe installing things from the Google Play store. It's just mostly garbage, especially if you browse the Free Games section.
What can Google do clean up this mess and make the store feel safer?
EDIT: A good first step would be to do a basic review of permissions. I have seen tip calculators that ask for location, SD card, read contacts, and more. This is clearly not related to the core app functionality.