Microsoft is working on a new Store application for Windows 10, which will introduce a modern and fluid user interface, as well as changes to the policies governing what types of applications can be sent to the store by developers. According to sources familiar with the matter, this new store will pave the way for a revitalized showcase, more open to both end users and developers.
It is fair to say that in the last few years, the Microsoft Store application on Windows 10 has fallen apart. Today’s application is slow, unintuitive and, frankly, somewhat ugly. It’s just not a great app store for users to browse, but everything will change with the new store Microsoft is working on.
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It should come as no surprise to learn that the new Store app will follow the same design refresh as the rest of Windows with Sun Valley, which is expected to be delivered later this year. Many applications in the box, including this new Store application, will be invigorated with new layouts, WinUI designs, iconography and fluid animations.
The store will be updated monthly with new features and fixes.
The new store will continue to be a UWP application and will be updated on a monthly basis with new features and improvements over time. It should also provide a more stable download and installation experience for large applications and games. In addition to the new showcase, Microsoft also intends to relax some of the policies regarding what kind of applications can be sent to the store by developers.
According to my sources, there are three major changes coming to the new store that will benefit developers:
- Allow developers to send unpacked Win32 applications to the store
- Allow developers to host applications and updates on their own content delivery network (CDN)
- Allow developers to use third-party commercial platforms in applications
These changes will allow developers to bring their Win32 applications to the new store without any changes to their existing code. In the past, developers were required to package their Win32 applications as MSIX and were required to use Microsoft’s own upgrade and trade platforms. This will no longer be necessary with the new store.
Breakdown of new policies
Microsoft will allow developers to send raw .EXE or .MSI packages to the store and even allow developers to host the application and push updates through their own CDN. This change will benefit developers with applications that have a built-in auto-update feature, such as Firefox or Zoom, giving them control over how and when app updates or other content is delivered to their users.
Finally, Microsoft will allow developers to use their own in-app revenue streams, completely bypassing Microsoft’s own business platform. I was told that Microsoft will not take a discount from application developers who use their own in-app trade channel, which I think would be an industry first.
Microsoft makes it easier for developers to access in-store applications with these policy changes.
Microsoft wants to position the Store as an open platform that allows the best Windows applications to be easily discovered by users. Applications that have been rejected in the past for using their own updates or in-app purchasing systems will now be allowed. These changes should allow apps like Google Chrome or Adobe Creative Cloud to be discovered in the store, though time will tell if these developers actually come.
Interestingly, I hear that with the introduction of the new store and the policies around it, Microsoft will eventually bring many of its primary applications into the store, including Teams, Office, Edge and even Visual Studio. This move will hopefully show end users and developers that Microsoft is serious about its new Store platform and that it is an important part of Windows.
I’m told that Microsoft will deliver the new store in the fall, probably with the Windows 10 Sun Valley update scheduled to be released at the same time, although I think the new store will be backported to older versions of Windows 10. Microsoft will likely announce plans its for the new store at Build 2021, followed by a public preview immediately thereafter.
How do you feel about Microsoft’s new store plans? Tell us in the comments.
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