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Microsoft Store
Other namesWindows Store
DevelopersMicrosoft (Windows)
Microsoft Gaming (Xbox)
Initial releaseOctober 26, 2012; 13 years ago (2012-10-26)
Stable release
July 2025 Update (22507.1401.6.0) / August 26, 2025; 2 months ago (2025-08-26)
Written inC# and XAML (UWP variant)[1]
Operating systemWindows:
Xbox:
PlatformIA-32, x86-64, ARM, ARM64
PredecessorWindows Marketplace, Windows Phone Store, Xbox Video, Xbox Music, Xbox Store
Service nameWindows Store Service (WSService)
Type
LicenseProprietary
Websiteapps.microsoft.com Edit this on Wikidata
Part of a series of articles on
Windows 10
Siblings
Related
Part of a series of articles on
Windows 11
Siblings
Related

The Microsoft Store (formerly known as the Windows Store) is a digital distribution platform operated by Microsoft. It was created as an app store for Windows 8 as the primary means of distributing Universal Windows Platform apps. With Windows 10 1803, Microsoft merged its other distribution platforms (Windows Marketplace, Windows Phone Store, Xbox Music, Xbox Video, Xbox Store, and a web storefront also known as "Microsoft Store") into Microsoft Store, making it a unified distribution point for apps, console games, and digital videos. Digital music was included until the end of 2017, and E-books were included until 2019.[2]

As with other similar platforms, such as the Google Play and Mac App Store, Microsoft Store is curated, and apps must be certified for compatibility and content. In addition to the user-facing Microsoft Store client, the store has a developer portal with which developers can interact. Microsoft takes 5–15% of the sale price for apps and 30% on Xbox games. Prior to January 1, 2015, this cut was reduced to 20% after the developer's profits reached $25,000. In 2021, 669,000 apps were available in the store. Categories containing the largest number of apps are "Books and Reference", "Education", "Entertainment", and "Games". The majority of the app developers have one app.

History

[edit]

The Web-based storefront

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Microsoft previously maintained a similar digital distribution system for software known as Windows Marketplace, which allowed customers to purchase software online. The marketplace tracked product keys and licenses, allowing users to retrieve their purchases when switching computers.[3] Windows Marketplace was discontinued in November 2008.[4] At this point, Microsoft opened a Web-based storefront called "Microsoft Store".[5]

Windows 8

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The Windows Store logo as it appeared in 2013

Microsoft first announced Windows Store, a digital distribution service for Windows at its presentation during the Build developer conference on September 13, 2011.[6] Further details announced during the conference revealed that the store would be able to hold listings for both certified traditional Windows apps, as well as what were called "Metro-style apps" at the time: tightly-sandboxed software based on Microsoft design guidelines that are constantly monitored for quality and compliance. For consumers, Windows Store is intended to be the only way to obtain Metro-style apps.[7][8] While announced alongside the "Developer Preview" release of Windows 8, Windows Store itself did not become available until the "Consumer Preview", released in February 2012.[9][10]

Updates to apps published on the store after July 1, 2019, are no longer available to Windows 8 RTM users. Per Microsoft lifecycle policies, the RTM version of Windows 8 has been unsupported since January 12, 2016, excluding some Embedded editions, as well its server equivalent, Windows Server 2012.[11]

Windows 8.1

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An updated version of Windows Store was introduced in Windows 8.1. Its home page was remodeled to display apps in focused categories (such as popular, recommended, top free and paid, and special offers) with expanded details, while the ability for apps to automatically update was also added.[12] Windows 8.1 Update also introduced other notable presentation changes, including increasing the top app lists to return 1000 apps instead of 100 apps, a "picks for you" section, and changing the default sorting for reviews to be by "most popular".

Updates to apps published on the Store after June 30, 2023, are no longer available to Windows 8.1. Per Microsoft lifecycle policies, the Windows 8.1 Update reached the end of its extended support on January 10, 2023, excluding some Embedded editions, as well its server equivalent, Windows Server 2012 R2.[11]

Windows 10

[edit]

Windows 10 was released with an updated version of the Windows Store, which merged Microsoft's other distribution platforms (Windows Marketplace, Windows Phone Store, Xbox Video and Xbox Music) into a unified store front for Windows 10 on all platforms, offering apps, games, music, film, TV series,[13][14] themes,[15] and ebooks.[16] In June 2017, Spotify became available in the Windows Store.[17][18]

Old Get it from Microsoft badge used until August 2024[19]

In September 2017, Microsoft began to re-brand Windows Store as Microsoft Store, with a new icon carrying the Microsoft logo.[20] Xbox Store was merged into this new version of the platform.[21] This is in line with Microsoft's platform convergence strategy on all Windows 10-based operating systems.

Web apps and traditional desktop software can be packaged for distribution on Windows Store. Desktop software distributed through Windows Store are packaged using the App-V system to allow sandboxing.[22][23]

In February 2018, Microsoft announced that Progressive Web Apps would begin to be available in the Microsoft Store, and Microsoft would automatically add selected quality progressive web apps through the Bing crawler or allow developers to submit Progressive Web Apps to the Microsoft Store.[24][25]

Starting from Windows 10 version 1803, fonts can be downloaded and installed from the Microsoft Store.[26]

Windows 11

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In Windows 11, Microsoft Store received an updated user interface, and a new pop-up designed to handle installation links from websites. Microsoft also announced a number of changes to its policies for application submissions to improve flexibility and make the store more "open", including supporting "any kind of app, regardless of app framework and packaging technology", and the ability for developers to freely use first- or third-party payment platforms (in non-game software only)[27] rather than those provided by Microsoft.[28][29][30]

Windows Server

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The Microsoft Store is not installed by default in Windows Server 2012 or later versions of Windows Server.[31] Apps that would normally be available in the Store can be installed through sideloading.[32][33]

Store features

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Microsoft Store is the primary means of distributing Universal Windows Platform (UWP) apps to users. Sideloading apps from outside the store is supported on Windows 10 on an opt-in basis,[34] but Windows 8 only allows sideloading to be enabled if the device is running the Enterprise edition of Windows 8 on a domain. Sideloading on Windows RT, Windows 8 Pro, and on Windows 8 Enterprise computers without a domain affiliation, requires the purchase of additional licenses through volume licensing.[35] Individual developers are able to register for US$19 and companies for US$99.[36]

Initially, Microsoft took a 30% cut of app sales until it reached US$25,000 in revenue, after which the cut dropped to 20%. On January 1, 2015, the reduction in cut at $25,000 was removed, and Microsoft takes a 30% cut of all app purchases, regardless of overall sales.[37] As of August 1, 2021, Microsoft only takes a 12% cut of app sales.[38] Third-party transactions are also allowed, of which Microsoft does not take a cut.[39]

A range of multimedia content (music, books, movies) were formerly available on the Microsoft Store. They were gradually shut between 2017 to 2025, leaving only the apps & games storefront remaining.

Windows apps and games

[edit]

In 2015, over 669,000 apps were available on the store, including apps for Windows NT, Windows Phone, and UWP apps, which work on both platforms.[40] Categories containing the largest number of apps are "Games", "Entertainment", "Books and Reference", and "Education". The majority of the app developers have one app.[41] Both free and paid apps can be distributed through Microsoft Store, with paid apps ranging in cost from US$0.99 to $999.99. Developers from 120 countries can submit apps to Microsoft Store.[42] Apps may support any of 109 languages, as long as they support one of 12 app certification languages.[43][44][45]

From 2016 to 2019, most Microsoft Studios games ported to PC were distributed exclusively via Microsoft Store. Microsoft later abandoned this strategy in May 2019, amid criticism of limitations faced by UWP-based games, and a desire to also sell games on competing storefronts such as Steam.[46][47][48] The new Xbox app subsequently became the main frontend for PC games available via Microsoft Store, and also integrates subscription service PC Game Pass.[49][50]

Former features

[edit]

Music

[edit]
See also: Groove Music

On October 2, 2017, Microsoft announced that the sale of digital music on the Microsoft Store would cease on December 31 after the discontinuation of Groove Music Pass. Users were able to transfer their music to Spotify until January 31, 2018.

Books

[edit]

Books bought from the Microsoft Store were formerly accessible on the EdgeHTML-based Microsoft Edge. The ability to open ePub e-books was removed during the shift to the Chromium-based Microsoft Edge.

On April 2, 2019, Microsoft announced that the sale of e-books on the Microsoft Store had ceased. Due to DRM licenses that would not be renewed, all books became inaccessible by July 2019, and Microsoft automatically refunded all users that had purchased books via the service.[51][2]

Movies and TV shows

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See also: Microsoft Movies & TV

Movies and television shows were available for purchase or rental, depending on availability.

Content could be played on the Microsoft Movies & TV app (available for Windows 10, Xbox One, Xbox 360 and Xbox X/S), or Xbox Video app (available for Windows 8/RT PCs and tablets, and Windows Phone 8). In the United States, a Microsoft account can be linked to the Movies Anywhere digital locker service (separate registration required), which allows purchased content to be played on other platforms (e.g. MacOS, Android, iOS).

Microsoft Movies & TV was available in the following 21 countries: Australia, Austria, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Ireland, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Spain, Sweden, Switzerland, the United States, and the United Kingdom. The purchase of TV shows was not supported in Belgium.[52]

On July 18, 2025, Microsoft announced the closure of its Movies & TV storefront after 12 years of operations. Users who live outside the US can continue to use the Movies & TV app to play previously purchased content until further notice. Microsoft recommended users who live in the US to use Movies Anywhere to sync their Microsoft-purchased content to other supported services such as Amazon Video or Apple TV.[53]

Guidelines and developers

[edit]

Similar to Windows Phone Store, Microsoft Store is regulated by Microsoft. Applicants must obtain Microsoft's approval before their app becomes available on the store. These apps may not contain, support or approve, gratuitous profanity, obscenity, pornography, discrimination, defamation, or politically offensive content. They may also not contain contents that are forbidden by or offensive to the jurisdiction, religion or norms of the target market. They may also not encourage, facilitate or glamorize violence, drugs, tobacco, alcohol and weapons.[54][55] Video game console emulators that are "primarily gaming experiences or target Xbox One"[55] and third-party web browsers that use their own layout engines, are prohibited on Microsoft Store.[56]

Microsoft has indicated that it can remotely disable or remove apps from end-user systems for security or legal reasons; in the case of paid apps, refunds may be issued when this is done.[57]

Microsoft initially banned PEGI "18"-rated content from the store in Europe. However, critics noted that this made the content policies stricter than intended, as some PEGI 18-rated games are rated "Mature" on the U.S. ESRB system, which is the next lowest before its highest rating, "Adults Only". The guidelines were amended in December 2012 to remove the discrepancy.[58]

On October 8, 2020, Microsoft announced a commitment to ten "principles" of fairness to developers in the operation of the Microsoft Store. These include transparency over its rules, practices, and Windows' "interoperability interfaces", not preventing competing application storefronts to run on Windows, charging developers "reasonable fees" and not "forc[ing]" them to include in-app purchases, allowing access to the store by any developer as long as their software meets "objective standards and requirements", not blocking apps based on their business model, how it delivers its services, or how it processes payments, not impeding developers from "communicating directly with their users through their apps for legitimate business purposes", not using private data from the store to influence the development of competing for software by Microsoft, and holding its own software to the same standards as others on the store. The announcement came in the wake of a lawsuits against Apple, Inc. and Google LLC by Epic Games over alleged anticompetitive practices conducted by their own application stores.[59]

With the release of Windows 11, Microsoft announced that it would not require software (excluding games) distributed via Microsoft Store to use its own payment platforms, and that it will also allow third-party storefronts (such as Amazon Appstore—which will be used for its Android app support, and Epic Games Store) to offer their clients for download via Microsoft Store.[27][60]

Developer tools

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In addition to the user facing Microsoft Store client, the store also has a developer portal with which developers can interact. The Windows developer portal has the following sections for each app:[citation needed]

  • App Summary - An overview page of a given app, including a downloads chart, quality chart, financial summary, and a sales chart.
  • App Adoption - A page that shows adoption of the app, including conversions, referrers, and downloads.
  • App Ratings - A ratings breakdown, as well as the ability to filter reviews by region.
  • App Quality - An overview page showcasing exceptions that have occurred in the app.
  • App Finance - A page where a developer can download all transactions related to their app.

Microsoft Store provides developer tools for tracking apps in the store.[61]

The dashboard also presents a detailed breakdown of users by market, age, and region, as well as charts on the number of downloads, purchases, and average time spent in an app.

Reception

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Microsoft Store has widely received negative reviews since its inception.[62] Unavailability of popular apps has been the leading reason for the cold reception of the store. Phil Spencer, head of Microsoft's gaming division, has also opined that Microsoft Store "sucks".[63] As a result, Office was removed as an installable app from the store, and made to redirect to its website.[64] Malware had also made their way into the store masquerading as popular games.[65]

See also

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References

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[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Microsoft Store

View on Grokipedia
from Grokipedia
The Microsoft Store is a digital distribution platform operated by Corporation, serving as the primary marketplace for users of Windows operating systems to discover, acquire, and install applications, games, and other software. Launched initially as the Windows Store alongside in 2012, it evolved into the rebranded Microsoft Store by 2017, expanding to support a broader range of content including desktop applications via updated packaging formats. In 2021, Microsoft enhanced its openness by allowing alternative payment systems and sideloading options, coinciding with the release of , to attract more developers and reduce reliance on its ecosystem exclusivity. The platform enforces certification standards to ensure app quality and security, providing developers access to billions of Windows users while maintaining centralized control over distribution. Despite these advancements, the Microsoft Store has encountered persistent criticism for technical unreliability, such as frequent installation bugs and issues, as well as controversies including delayed restrictions on open-source app distribution that raised concerns among developers about platform control.

History

Origins and Windows 8 Launch (2010–2012)

Microsoft announced the Windows Store on September 13, 2011, at its Build developer conference, positioning it as a centralized digital marketplace for distributing Metro-style applications designed for the touch-centric interface of the forthcoming Windows 8 operating system. The Store was envisioned to mirror successful mobile app ecosystems like Apple's App Store and Google Play, enabling users to discover, purchase, and update certified apps seamlessly, while providing developers with tools for monetization through paid downloads, in-app purchases, and advertising. Although the Windows Store was not functional in the accompanying Developer Preview release, it marked the formal commitment to app-centric distribution, with emphasizing rigorous certification processes to ensure app quality, security, and compatibility with the new platform's architecture. Development of the Store aligned with broader efforts to unify the Windows experience across devices, drawing from experiences with the Marketplace launched in 2010, but tailored specifically for the desktop and tablet convergence in . The Store became operational in beta form with the Windows 8 Consumer Preview on February 29, 2012, offering initial access to a selection of free and paid apps for testing by developers and early adopters. This preview phase allowed Microsoft to refine user interface elements, search functionality, and backend services ahead of general availability. The full launch occurred alongside Windows 8 on October 26, 2012, integrating the Store deeply into the OS as the exclusive channel for Metro apps, though traditional desktop software continued to be distributed via other means. At launch, the Store featured thousands of apps, but faced early criticism for a limited ecosystem compared to competitors, prompting Microsoft to incentivize developer participation through revenue-sharing models offering up to 80% to creators after platform fees.

Expansion in Windows 8.1 and Windows 10 (2013–2019)

, released on October 17, 2013, introduced key enhancements to the Windows Store, including a redesigned with streamlined navigation, advanced search functionality, and personalized app recommendations based on user behavior and preferences. These updates addressed early criticisms of the Store's discoverability in , facilitating easier browsing across categories and promoting higher engagement. The platform also gained support for improved app multitasking, allowing up to four Store apps to run simultaneously on displays meeting minimum resolution requirements. These refinements spurred ecosystem growth, with the Store's app catalog expanding from around 18,000 titles in December 2012 to over 142,000 by March 2014, accompanied by daily downloads surpassing 4 million. The launch of on July 29, 2015, marked a pivotal expansion through the Universal Windows Platform (UWP), a development framework enabling single-codebase apps deployable across Windows PCs, tablets, consoles, and mobile devices. UWP apps integrated more seamlessly with the , supporting features like multi-windowing and broader hardware access while maintaining sandboxed security. 's rapid adoption propelled Store usage, representing over 50% of total downloads within approximately 60 days of release. In 2016, introduced Project Centennial (later rebranded Desktop Bridge), a tool that enabled traditional Win32 desktop applications to be converted into Store-compatible formats without full rewrites, thus diversifying the catalog beyond native UWP titles. On September 22, 2017, with the Fall Creators Update, the Windows Store was officially rebranded as the to align with 's broader retail ecosystem, including physical outlets and integration. By the late , the Store hosted over 415,000 apps—a 145% year-over-year increase at one point—driven by developer incentives and cross-platform capabilities.

Maturation in Windows 11 and Policy Shifts (2020–2025)

The underwent significant maturation alongside the release of on October 5, 2021, featuring a redesigned user interface aligned with the for improved aesthetics and navigation. This update emphasized seamless integration with the operating system's and , enabling quicker app discovery and installation. The Store's app catalog expanded to include progressive web apps (PWAs) and, initially, Android applications through the Windows Subsystem for Android (WSA) partnered with the , allowing users to sideload and run APK files from third-party sources. However, Microsoft announced the deprecation of WSA support effective March 5, 2025, citing shifting priorities toward native Windows app development. A pivotal policy shift occurred in 2021 when enabled developers to package and distribute traditional Win32 desktop applications via the Store, broadening its scope beyond (UWP) apps to encompass legacy software like and . This facilitated automatic updates for these Win32 apps directly through the Store by late 2024, addressing long-standing developer feedback on fragmented update mechanisms. To incentivize adoption, revised its revenue-sharing model, permitting developers to retain up to 95% of revenue from non-game app sales while allowing direct distribution outside the Store without exclusivity requirements or penalties. These changes aimed to position the Store as a competitive distribution channel amid antitrust scrutiny, including commitments to support and potential third-party storefronts in compliance with EU regulations. By 2025, further refinements included policy updates for enhanced transparency in AI-generated content and child safety measures, alongside the elimination of submission fees for app publishing to lower barriers for developers. Updates to the Store's update policies restricted permanent disabling of automatic app updates, limiting pauses to a maximum of five weeks to ensure and compatibility. Despite these advancements, the Store's growth remained constrained by user preference for direct downloads and the entrenched of installers, reflecting ongoing challenges in achieving widespread developer and buy-in.

Enterprise and Server Extensions

The Microsoft Store provided enterprise-specific capabilities through the discontinued Microsoft Store for Business and Microsoft Store for Education portals, which enabled organizations to acquire, manage, and deploy apps via and offline distribution methods. Launched in 2015 as an extension of the consumer store, these portals allowed IT administrators to curate private app catalogs, purchase bulk licenses without user intervention, and integrate with deployment tools like Microsoft Configuration Manager (formerly SCCM) for sideloaded installations. By 2021, Microsoft announced the retirement of these services effective March 31, 2023, citing a shift toward unified management in , which now handles Store app deployment through cloud-based policies and the Company Portal app. Post-retirement, enterprises transitioned to assigning Microsoft Store apps directly via Intune, supporting both online and offline licensing for Win32, MSI, and MSIX packages, though this requires Azure AD integration and lacks the former private store isolation. In enterprise environments, access to the standard Microsoft Store can be configured via Group Policy Objects (GPOs) or Mobile Device Management (MDM) Configuration Service Providers (CSPs) to enforce restrictions, such as blocking consumer purchases, disabling app updates, or turning off the Store entirely for compliance with security policies. For instance, the "Turn off the Store application" policy prevents sideloading of unapproved apps, while separate settings control private store access on domain-joined devices running Windows 10 or 11 Pro/Enterprise editions. These controls integrate with Microsoft Endpoint Manager, allowing bulk deployment of Store apps to managed devices without end-user Store interaction, and support features like automatic updates tied to Intune compliance rules. Revenue sharing for enterprise-distributed apps remains developer-controlled, with Microsoft taking 0-15% cuts depending on the commerce model, though enterprises often opt for custom licensing to bypass Store fees. Support for the Microsoft Store on Windows Server editions, including Server 2019, 2022, and the upcoming 2025 release, is absent by design, as the Store client and its Universal Windows Platform (UWP) apps require consumer-oriented features not present in server cores. Administrators cannot officially install or access the Store on server installations; attempts to enable it via unofficial scripts or LTSC add-ons (e.g., for Long-Term Servicing Channel editions) violate Microsoft support terms and risk instability, as server environments prioritize PowerShell, DISM, or winget for package management. For server workloads needing Store-like apps, such as certain Remote Desktop Services (RDS) scenarios, enterprises must extract MSIX bundles manually or use third-party wrappers, but Microsoft recommends traditional installers like MSI for server reliability. No native extensions bridge the Store to server roles, reflecting Microsoft's delineation between client app ecosystems and server administration tools like Windows Admin Center extensions.

Core Features and Functionality

App and Game Distribution Mechanisms

Developers submit applications and games to the Microsoft Store through the Partner Center portal, requiring a developer account that is free for individuals or incurs a one-time $99 fee for companies. The submission process involves reserving an app name, uploading packages, providing metadata, and undergoing , where evaluates compliance with technical, quality, and policy standards to ensure security and functionality. typically completes within hours to days, after which approved content is published to the Store for global distribution across Windows devices. Apps are primarily packaged in MSIX format, which supports (UWP) applications natively and enables Win32 desktop apps to be bridged via the Desktop Bridge technology for Store compatibility. Developers can upload .msixupload or .appxupload files for Store submission, allowing automatic handling of dependencies and device family targeting, such as for x86, x64, or architectures. For legacy Win32 apps, distribution options include full MSIX packaging or simply linking to external .exe or .msi installers hosted on the developer's website, bypassing full repackaging while still leveraging Store visibility. Games follow similar submission and packaging workflows but integrate with the (), enabling unified publishing to the Microsoft Store on Windows PCs and consoles through programs like ID@Xbox. This allows developers to reach over 100 million monthly active users across platforms, with Store-handled updates ensuring seamless delivery of patches and content expansions. The Store supports progressive web apps (PWAs) and hybrid models, where games can incorporate Live services for achievements, multiplayer, and cloud saves directly via APIs. Users install apps and games via the Microsoft Store application on and 11, with options for direct downloads, web-based installers that redirect to the Store, or enterprise for line-of-business (LOB) apps not requiring certification. bypasses the Store for internal deployments by enabling developer mode or using management tools like , though it lacks the Store's automatic updates and tamper-proofing. As of 2025, the Store remains the primary distribution channel, with no widespread support for third-party alternative storefronts on Windows, emphasizing centralized security over open ecosystems seen in other platforms.

Media Content and Digital Purchases

The Microsoft Store facilitated digital purchases and rentals of and television episodes through its integration with the Movies & TV app, enabling users to acquire content for streaming or download on Windows PCs, consoles, and compatible devices. This service debuted with the [Windows 8](/page/Windows 8) operating system in October 2012, offering a catalog sourced from major studios including titles in genres such as action, , and family entertainment, with prices typically ranging from $3.99 for rentals to $14.99 or more for purchases depending on format and popularity. On July 18, 2025, discontinued all new sales and rentals of movies and TV content across the Microsoft Store on Windows, Xbox, and Microsoft.com, effectively closing the storefront after over a decade of operation. The decision aligned with broader shifts away from consumer media distribution, as had previously exited music streaming via the Groove service shutdown in 2017 and sales in 2019, where purchased digital books were refunded and removed from user libraries. Existing purchases remain accessible indefinitely through the Movies & TV app, with committing to maintain playback support on supported devices, though users reported concerns over long-term compatibility and lack of export options to third-party platforms like . Beyond video content, the Store does not currently offer direct purchases of or ebooks, having phased out those categories years earlier due to low adoption and competition from specialized platforms. Digital purchases in the Store now primarily encompass apps, games, and in-app transactions, where media-like elements such as game DLC or function as purchasable digital assets; for instance, users can buy full titles or add-ons via the unified , with transactions processed through accounts linked to payment methods. In-app purchases, available in select games and productivity apps, allow for consumable items like currency or unlocks, subject to Microsoft's 15-30% revenue share model depending on developer earnings thresholds.

User Interface, Search, and Personalization

The 's user interface in employs the , characterized by rounded corners, acrylic transparency effects, and a card-based grid layout for displaying apps, games, and media content. This design emphasizes with prominent hero images for featured items, horizontal scrolling carousels for categories such as "New releases" and "Top free," and a persistent navigation bar for sections like Home, Apps, Games, and Movies & TV. Product pages include detailed descriptions, screenshots, user ratings on a five-star scale, and badges indicating features like AI integration or verified developer status, with updates in late 2024 enhancing version notes and download progress indicators for improved clarity. Search functionality integrates semantic understanding to deliver relevant results beyond exact keyword matches, incorporating user context and trends as of June 2025 updates. Users enter queries via a top-mounted search bar, which provides real-time suggestions, filters by category or price, and prioritizes personalized recommendations alongside organic results. Enhancements include faster indexing and Copilot AI assistance for refining searches, such as generating queries or summarizing app compatibility, reducing reliance on manual input. The Microsoft Store supports deep linking via the ms-windows-store:// URI protocol on Windows devices, enabling direct access to specific pages and apps. Examples include ms-windows-store://home to open the home page, ms-windows-store://pdp/?ProductId=[ProductID] for the app details page (replacing [ProductID] with the 10-character app ID, such as 9NBLGGH4NNS1), ms-windows-store://downloadsandupdates for downloads and updates, and ms-windows-store://search?keyword=[keyword] for searches. For external web links, such as from websites or emails, formats like https://apps.microsoft.com/detail/[ProductID] or https://apps.microsoft.com/store/detail/[ProductID] are used, with the Product ID found in the app's Store URL. Personalization tailors the experience through a dynamic that curates content based on browsing history, installed apps, and activity, featuring sections like "Recommended for you" and "Continue watching" for media. Users can opt out of usage to limit targeted suggestions, though core recommendations persist via aggregated usage data. These features aim to increase discovery efficiency but have drawn user complaints about intrusive app promotions in search overlays, addressable via .

Security and Update Management

The Microsoft Store implements a process for submitted apps that includes scans for and viruses, alongside technical compliance and content reviews, typically completing within hours to three business days. Developers are required to digitally sign packages using certificates, which verify the publisher's identity and ensure binary integrity against tampering during distribution and installation. These measures aim to mitigate risks from malicious , though relies on developer declarations of capabilities and does not guarantee absence of zero-day vulnerabilities. Apps packaged as (UWP) or MSIX formats execute in a sandboxed AppContainer environment, featuring virtualized and registry access, , and declared permissions that limit interactions with sensitive system areas. This model enforces least-privilege principles, preventing unauthorized or system modifications unless explicitly granted via capabilities. However, certain desktop-bridged or full-trust apps submitted to the Store may bypass strict sandboxing to access broader APIs, increasing potential exposure if exploited. Update management integrates with the Store's security framework by enabling automatic delivery of patches to address vulnerabilities and improve stability, configurable through user settings where automatic updates are enabled by default. In August 2025, Microsoft replaced the permanent disable option with a pause feature limited to one to five weeks, after which updates proceed automatically to prioritize security against evolving threats over indefinite deferral. Users can initiate manual updates via the Library interface, while some apps employ independent update logic, potentially complicating centralized control in enterprise environments. This policy enforces timely remediation but limits user autonomy compared to prior configurations.

Developer Ecosystem and Policies

Tools and Submission Processes

Developers access the Microsoft Partner Center dashboard to handle app submissions, listings, and analytics for the Microsoft Store. Registration requires a , with individual developer accounts available at no cost since September 10, 2025, eliminating prior fees of $19 annually for individuals or $99 for companies. Essential tools for preparation and publishing include for building and packaging apps into MSIX format, the MSIX Packaging Tool for converting legacy installers, and PWABuilder for progressive web apps to generate Store-compliant packages. The Microsoft Store submission API enables programmatic creation and management of submissions, supporting MSI or formats through API contracts for authentication via tokens and operations like uploading packages or updating listings. Complementing this, the Microsoft Store Developer CLI (ms-devcmd) facilitates command-line automation for tasks such as performance monitoring, analytics retrieval, and submission workflows. The submission process begins with reserving a unique app name in Partner Center to secure the product family name (PFN). Developers then draft the submission by configuring properties (e.g., categories, hardware requirements), creating store listings (descriptions, screenshots, promotional images across languages and markets), and uploading binary packages, which must adhere to Store policies on compatibility, security, and content. For MSIX apps, packages undergo validation for digital signatures and dependencies; PWAs require a and hosted content verification. Upon completion, submissions enter , combining automated scans for crashes, policy violations, and with manual reviews for and compliance, typically resolving in up to three business days. Successful certification triggers a release phase for final checks, after which developers select visibility options—such as hidden, private, or public—and target stores or flights for testing via the Store's flighting system. Updates follow a similar streamlined process, with support for iterative deployments. Rejections during certification provide detailed feedback on failures, requiring resubmission after fixes.

Monetization, Revenue Sharing, and Fees

Developers monetize applications and games distributed through the via mechanisms including paid downloads, in-app purchases (IAP), subscriptions, , and user tips. For non-game applications, developers may integrate third-party engines for IAP and subscriptions, retaining 100% of revenue from such transactions without incurring Store fees. Games, however, require use of Microsoft's system for all , subjecting revenue to Store fees. Microsoft's revenue sharing model applies a Store fee on net receipts from transactions processed through its platform. As of August 1, 2021, the fee is 15% for non-game applications and IAP (yielding developers 85%), reduced from a prior 30% standard to enhance competitiveness. For games and associated IAP, the fee stands at 12% (developers receive 88%), following a April 2021 announcement lowering it from 30% to attract developers amid antitrust scrutiny of higher commissions elsewhere. These rates apply to Windows devices; Xbox console transactions retain a 30% fee. Adjustments include a Expansion Adjustment adding up to 10% for certain methods like gift cards, and a Small Transaction Adjustment for low-value sales, detailed in the App Developer Agreement. Registration fees for developers have evolved to lower barriers. Individual developers previously paid a one-time $19 fee, but as of , 2025, this was eliminated worldwide for nearly 200 countries, allowing free account creation and app submission. Company accounts incur an annual $99 fee. Payments to developers occur monthly via Partner Center once thresholds are met (e.g., $50 minimum), net of fees and taxes.
Monetization TypeStore Fee (Developer Share)Notes
Non-Game Apps/IAP (MS Commerce)15% (85%)Third-party commerce allowed, 100% retention.
/IAP (Required MS Commerce)12% (88%)Effective Aug 1, 2021; no third-party option.
Subscriptions (Non-Game)15% (85%)Aligns with app rates; refunds managed by Microsoft.
Advertising/TipsVariable (typically low/no fee)Flexible integration; details per agreement.

Content Guidelines, Moderation, and Compliance

The Microsoft Store enforces a comprehensive set of policies that developers must follow for app submissions, divided into product policies addressing technical aspects such as , , and distinct functionality, and content policies governing material within apps and metadata. These policies, outlined in version 7.19 as of September 2025, prohibit content deemed to pose risks of harm, including facilitation of extreme violence, , child exploitation, or , as well as illegal activities like or unauthorized access to systems. Offensive content, such as defamatory, threatening, or discriminatory material targeting protected groups based on race, religion, or other characteristics, is also banned, alongside adult content considered pornographic or sexually explicit by reasonable standards. Moderation occurs through a mandatory process for all submissions, involving automated scans, technical compliance checks, and manual content reviews to verify adherence to policies. Developers receive detailed feedback on failures, such as metadata inaccuracies or prohibited features, and must resubmit corrected packages; non-compliance results in rejection, suspension, or removal from the Store, with repeated violations potentially leading to account termination under the Developer Code of Conduct. Apps handling bear responsibility for implementing moderation tools to prevent policy breaches, as Microsoft holds publishers accountable for all displayed material. Compliance extends to broader requirements, including privacy disclosures via a policy statement for apps collecting user data, adherence to standards prohibiting misleading claims, and integration with age rating systems like the for appropriate content labeling. Technical compliance mandates secure coding practices, such as for sensitive data and compatibility with Windows versions, while features like support are encouraged but not always enforced unless tied to specific claims. Updates to policies, such as enhanced AI transparency rules effective in 2025, require developers to disclose generative AI usage and mitigate risks like deepfakes, ensuring ongoing Store listings remain verifiable against evolving standards.

Reception, Impact, and Criticisms

Adoption Metrics and User Feedback

The Microsoft Store's adoption remains modest compared to the broader Windows ecosystem, which encompasses 1.4 billion monthly active devices as of August 2025. has not disclosed precise figures for total app downloads, monthly active Store users, or overall engagement metrics in recent fiscal reports, limiting quantitative assessment of its penetration among Windows users. Historical data indicate the Store hosted over 669,000 apps across Windows platforms as of 2015, but growth has been constrained by developer hesitancy and competition from and third-party distributions. Initiatives like fee waivers for app and game publishing, introduced at 2025, seek to bolster the catalog and encourage broader participation. User feedback highlights persistent reliability challenges, with widespread reports of installation failures, update glitches, and interface bugs afflicting the platform into 2025. The Store's built-in ratings system permits 1- to 5-star evaluations for individual apps and games, enabling users to provide textual reviews visible to others, yet aggregate satisfaction data for the storefront itself is sparse. Developers can monitor and respond to these reviews via Partner Center, but user anecdotes frequently cite inadequate moderation and unresolved technical issues as deterrents to regular use. Positive aspects, such as seamless integration with Windows updates and enhanced for certified apps, receive occasional praise, though these are overshadowed by criticisms of underdeveloped functionality relative to stores.

Developer Experiences and Market Challenges

Developers have frequently reported challenges with the Microsoft Store's support infrastructure and analytics tools, describing them as inadequate and hindering effective app management. In 2021, multiple developers highlighted issues such as unreliable performance metrics, delayed responses from support teams, and difficulties in resolving submission errors, which collectively impeded their ability to optimize and monetize applications. These problems persisted despite Microsoft's efforts to streamline processes, contributing to perceptions of the platform as developer-unfriendly compared to alternatives like or the . The app and submission process has been a significant pain point, often involving delays beyond the stated average of three business days and opaque rejection reasons tied to restricted capabilities or compliance violations. Developers must navigate requirements for detailed manifests, screenshots, and domain validations, with failures commonly from mismatches between submission details and app content or inadequate descriptions. Instances of prolonged waits, such as updates stuck in for extended periods, have led to frustration, particularly for independent developers lacking resources for repeated iterations. Market challenges exacerbate these experiences, with the Store struggling against entrenched competitors in app discoverability and generation. While Microsoft introduced developer-friendly policies like a 95% share for qualifying apps in 2025 and zero commission for self-processed payments since 2021, adoption remains low due to limited user traffic and poor algorithmic visibility, resulting in sparse app inventories compared to platforms like , which commands over 70% of the PC gaming . Developers often cite the platform's historical emphasis on universal Windows apps and options as reducing incentives for exclusive Store distribution, leading to slower growth and reliance on direct downloads or rival stores for broader reach.

Controversies, Antitrust Considerations, and Regulatory Responses

The Microsoft Store has encountered developer criticisms primarily over restrictive policies and poor discoverability. In July 2022, Microsoft planned to implement rules prohibiting developers from distributing open-source apps outside the Store while including links to alternative download sites, prompting backlash from developers concerned about limiting competition and user choice; the policy was delayed following feedback. Early requirements for (UWP) apps limited compatibility, deterring developers who preferred traditional Win32 distribution, contributing to a sparse catalog with reports of low-quality or incompatible offerings. Incidents of fake or malicious apps evading have also surfaced, with users reporting purchases of scam software without recourse to refunds or developer contact. Antitrust considerations for the Microsoft Store center on its operation within Windows' dominant OS , yet it has avoided the intense scrutiny faced by closed ecosystems like Apple's . Unlike , Windows has long permitted and third-party installers, reducing claims of monopolistic app distribution control. executives, including Brad Smith, have testified that the Store's model fosters by allowing external distribution, contrasting it with more restrictive platforms and arguing against uniform 30% revenue cuts as anticompetitive. No major antitrust lawsuits have targeted the Store specifically for app gating or fees; instead, broader probes, such as the FTC's 2024 investigation into licensing and cloud practices, have not emphasized Store policies. Regulatory responses have been limited, with the European Union's (DMA) designating as a since 2023, requiring fair app distribution without preferential treatment. affirmed compliance in its March 2024 report, citing existing options and introducing Web Distribution in 2024 to enable browser-based installs bypassing the Store, preempting potential DMA violations. The closed related DMA probes in February 2024 without findings against 's services, including the Store. Revenue-sharing adjustments, such as reducing the cut to 12% in April 2021 and allowing non-game developers to retain 100% of in-app revenue via external billing from June 2021, reflect competitive responses rather than enforced remedies. These changes, including eliminating $19 publishing fees globally in September 2025, position the Store as more developer-friendly amid antitrust debates elsewhere.

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