Can ROM APKs self-update without violating Google Play policies? Last year Facebook's hands were slapped by Google for updating their APK outside of the Google Play update process. Google then introduced language in their Developer Program Policies.


  An app downloaded from Google Play may not modify,
  replace or update its own APK binary code using any
  method other than Google Play’s update mechanism.


How is this to be interpreted across two cases?...


Is making the APK available for download for those that do not want to enable a Google account on the device a violation of this policy?
If an APK ships with the ROM, is it considered an "app downloaded from Google Play"? Can such an app be eligible for updating through other means? Can such an app update itself? In other words, are APKs originating from a ROM exempt?
No and no. In the first case, the app isn't downloaded from Google Play, it's downloaded from another source. In the second case, it's shipped with the ROM, and has no ties to Google Play. However, if you supply the APK via other means than Google Play, you can't use Google Play's update features.