Windows Store

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Windows Store
A component of Windows NT
Windows Store Logo.svg
Windows Store.png
Windows Store on Windows 10
Type App store, online music store
Included with Windows 8, Windows Server 2012, Windows 8.1, Windows Server 2012 R2, Windows 10, Xbox One
Replaces Windows Marketplace, Windows Phone Store, Xbox Video, Xbox Music
Service name Windows Store Service (WSService)
Description Provides infrastructure support for Windows Store. This service is started on demand and if disabled applications bought using Windows Store will not behave correctly.
Support status
Active / +669,000 apps[1]
Related components

Windows Store is an app store and online music store for Microsoft Windows, starting with Windows 8 and Windows Server 2012. It is the primary means of distributing Universal Windows Platform apps. Both free and paid apps can be distributed through Windows Store, with paid apps ranging in cost from US$0.99 to $999.99. Windows Store was first made available with the Windows 8 Consumer Preview on February 29, 2012.[2] Later in 2015, Windows Phone Store, Xbox Video and Xbox Music stores were merged into Windows Store.

As with other similar platforms, such as the Mac App Store and Google Play, Windows Store is curated and apps must be certified for compatibility and content. With all app sales, Microsoft takes 30% of the sale price. Prior to January 1, 2015, the cut was reduced to 20% after the developer's profits reached $25,000.

According to Microsoft, as of September 28, 2015, there are over 669,000 apps available on the Windows Store, which includes apps for Windows NT, Windows Phone, and Universal apps, which work on both platforms.[1] Games, Entertainment, Books and Reference, and Education are the largest categories by number of apps and the majority of the app developers have 1 app.[3]



Microsoft previously maintained a similar digital distribution system for software known as Windows Marketplace, which allowed customers to purchase software online and download it to their computer. Product keys and licenses were tracked by the platform, allowing users to retrieve their purchases when switching computers.[4] Windows Marketplace was discontinued in November 2008.[5]

Windows 8

Microsoft first announced 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 was 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]

Windows 8.1

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.[11] 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'.

Windows 10

Windows Store serves as a unified storefront for Windows 10 on all platforms, offering apps (including games), Groove Music (formerly Xbox Music) soundtracks, Microsoft Movies & TV (formerly Xbox Video) videos,[12][13] themes,[14] and ebook purchases.[15]

Web apps and desktop software (using either Win32 or .NET Framework) can be packaged for distribution on Windows Store. Desktop software distributed through Windows Store will be packaged using the App-V system to allow sandboxing.[16][17]

Windows Server

Windows Store is available in Windows Server 2012 but is not installed by default.[18] It is unavailable in Windows Server 2016. However, line-of-business UWP apps or UWP apps acquired from Microsoft Store for Business (formerly Windows Store for Business) can be installed through sideloading.[19][20]


Windows Store is the primary means of distributing Windows Store apps to users. Although sideloading apps from outside the store is supported, out-of-box sideloading support on Windows 8 is only available for Windows 8 Enterprise computers that have joined a Windows domain. Sideloading on Windows RT and Windows 8 Pro devices, and Windows 8 Enterprise computers without a domain affiliation, requires purchase of additional licenses through volume licensing.[21] Windows 10 removes this requirement, allowing users to enable the installation of universal apps from outside of Windows Store using a switch in the developer menu of Settings app.[22]

Microsoft takes a 30% cut of app sales until it reaches US$25,000 in revenue, after which the cut drops to 20%. Third-party transactions are also allowed, of which Microsoft does not take a cut.[23] Effective January 1, 2015, the reduction in cut at $25,000 will be removed, and Microsoft will take a 30% cut of all app purchases, regardless of overall sales.[24] Individual developers are able to register for $19 USD and companies for $99 USD.[25]

Developers from 120 countries can submit apps to Windows Store.[26] The app now can support any of 109 languages, as long as it supports one of 12 app certification languages.[27][28][29]


Similar to Windows Phone Store, Windows Store is regulated by Microsoft. Applicants must obtain Microsoft's approval before their app becomes available on the store. Prohibited apps include those that:[30][31]

  • Contain content or functionality that encourages, facilitates or glamorizes extreme violence or other illegal activities.
  • Contain "excessive or gratuitous" profanity
  • Contain content that a "reasonable person" would consider obscene, pornographic or sexually explicit
  • Contain content that encourages or glamorizes "excessive or irresponsible use" of alcohol, drugs, tobacco, or weapons.
  • Contain politically sensitive or offensive content
  • Contain content that is offensive or illegal under the laws or norms of countries or religions that the software is targeted towards
  • Contain content which advocates or encourages discrimination
  • Contain defamatory content
  • Are a safety risk or can cause discomfort or injury to users and/or others
  • Violates intellectual property rights

The following types of app are forbidden:

Microsoft has indicated that it does have the ability to remotely disable and/or remove apps from users' systems for security or legal reasons; in the case of paid apps, refunds may be issued if this were to occur.[33]

Microsoft initially banned PEGI "18"-rated content from Windows Store in Europe. However, critics noted that some games carrying the "18" rating were actually rated "Mature" under the ESRB scale—making the content policies stricter than intended because PEGI 18 is not a direct equivalent to the ESRB's "Adults Only" rating. The guidelines were amended in December 2012 to remove the discrepancy.[34]

Developer portal

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

Developer tools

Windows Store provides developer tools for tracking apps in the store. One can track downloads, financials, crashes, adoption and ratings.[35]

The dashboard also presents a detailed breakdown on users by market, age, and region, as well as charts on number of downloads, purchases, and average time spent in an app. The dashboard also allows a developer to claim an app name for up to 1 year before the name is returned to the available pool.

See also


  1. ^ a b "Microsoft by the numbers". 
  2. ^ Bright, Peter. "Win 8 app store revealed: more money for devs, beta in late February". Ars Technica. Condé Nast. Retrieved December 6, 2011. 
  3. ^ "AppFeds - Windows Store Stats". 
  4. ^ "Microsoft Adds Digital Locker To Windows Marketplace". CRN. The Channel Company. 28 August 2006. Retrieved October 26, 2012. 
  5. ^ Leonhard, Woody. "What do we really know about Windows 8?". InfoWorld. IDG. Retrieved October 26, 2012. 
  6. ^ "Keynote #1 | BUILD2011 | Channel 9". Channel 9. September 13, 2011. Retrieved October 14, 2012. 
  7. ^ "Microsoft talks Windows Store features, Metro app sandboxing for Windows 8 developers". The Verge. Vox Media. Retrieved September 8, 2012. 
  8. ^ Rosoff, Matt. "Here's Everything You Wanted To Know About Microsoft's Upcoming iPad Killers". Business Insider. Retrieved February 10, 2012. 
  9. ^ "Windows 8 Developer Preview Available Tonight". PC Magazine. Retrieved May 29, 2013. 
  10. ^ "13 New Features in Windows 9 Consumer Preview". PC World. Retrieved August 21, 2013. 
  11. ^ Thurrott, Paul (June 17, 2013). "In Blue: Windows Store 2.0". Paul Thurrott's SuperSite for Windows. Penton. Retrieved June 18, 2013. 
  12. ^ "Delivering a single unified Store experience in Windows 10". Blogging Windows. Microsoft. Retrieved 6 July 2015. 
  13. ^ "Updates to Entertainment in Windows 10". Blogging Windows. Microsoft. Retrieved 6 July 2015. 
  14. ^
  15. ^
  16. ^ Peter, Bright (March 3, 2015). "Microsoft's next attempt to fill the Windows 10 app gap: Web app apps". Ars Technica. Condé Nast. Retrieved March 9, 2015. 
  17. ^ "Here's how Microsoft hopes to get Android and iOS phone apps into its Windows 10 Store". ZDNet. Retrieved May 3, 2015. 
  18. ^ "Managing Privacy: Windows Store and Resulting Internet Communication". TechNet. Microsoft. Retrieved 30 January 2014. 
  19. ^ Benisch, Derk (4 October 2016). "Appreciating the Windows Server 2016 Desktop Experience". Nano Server blog. Microsoft. 
  20. ^ Savill, John (5 October 2016). "Get Universal Applications on Windows Server 2016". Windows IT Pro. Penton. 
  21. ^ "How to Add and Remove Apps". TechNet. Microsoft. 31 May 2012. Retrieved 4 October 2012. To enable sideloading on a Windows 8 Enterprise computer that is not domain-joined or on any Windows® 8 Pro computer, you must use a sideloading product activation key. To enable sideloading on a Windows® RT device, you must use a sideloading product activation key. For more information about sideloading product activation keys, see Microsoft Volume Licensing. 
  22. ^ "How to sideload apps in Windows 10". CNET. Retrieved 6 April 2017. 
  23. ^ "Making money with your apps through the Windows Store". Windows Store for developers. Microsoft. July 20, 2012. Retrieved October 14, 2012. 
  24. ^ "Microsoft Changes Windows Phone Developer Agreement, Takes Bigger Cut". UberGizmo. Retrieved 21 November 2014. 
  25. ^ Brix, Todd (6 November 2013). "Unifying Developer Registration". Windows App Builder Blog. Microsoft. 
  26. ^ Wilhelm, Alex (September 11, 2012). "The Windows Store is now accepting open app submissions from developers in 120 countries". The Next Web. The Next Web Inc. Retrieved January 9, 2013. 
  27. ^ O'Brien, Terrence (April 18, 2012). "Windows Store slowly going global, 26 country specific markets launching with next update". Engadget. AOL. Retrieved July 9, 2012. 
  28. ^ Leblond, Antoine (April 18, 2012). "Windows Store expanding to new markets". Windows Store for developers. Microsoft. Retrieved July 9, 2012. 
  29. ^ Kerr, Dara (April 18, 2012). "Microsoft's Windows Store goes global with 33 more countries". CNET News. CBS Interactive. Retrieved July 9, 2012. 
  30. ^ "Windows Store Policies". MSDN. Microsoft. March 29, 2017. Retrieved April 6, 2017. 
  31. ^ a b "Microsoft formally bans emulators on Xbox, Windows 10 download shops". Ars Technica. Retrieved 6 April 2017. 
  32. ^ Bott, Ed (10 March 2017). "Google Chrome won't be allowed on Windows 10 S". ZDNet. CBS Interactive. 
  33. ^ Keizer, Gregg. "Microsoft: We can remotely delete Windows 8 apps". Computerworld. IDG. Retrieved October 8, 2013. 
  34. ^ Kerr, Dara (October 25, 2012). "Microsoft reverses 'Mature' games ban in Euro Windows Store". CNET. CBS Interactive. Retrieved October 26, 2012. 
  35. ^ "Using the Windows Store Dashboard apps". May 17, 2013. 

External links

  • Official website
  • Developer's center
  • Windows Store app
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