Applications that are available through the Windows Store for Business private store appear as expected. However, Windows 10 users can't install these applications. Instead, they are prompted with the following:
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This is the expected behavior in Windows 10 build 10240. The private store functionality of the Windows Store for Business requires Windows 10 with the November 2015 update.
Update the Window 10 device to version 1511. To verify what version and build of Windows 10 the device is running, run winver at a command prompt.