Quite a long time ago, you were able to install apps on your phone from the Play Store website without further authentication. These days, though, clicking the Install button abruptly throws you into Google's account picker, asking you to re-enter your password. While you still can't reduce the number of times a password is required or mark machines as trusted, Google is testing a revamped interface. It should help you bring apps to your phones more easily. The workflow asks you to choose an install target before prompting a password and shows you more devices at a glance.