Microsoft has unveiled Windows 11 along with a new app store that supports Android apps and enables devs to keep all of their profits.

Windows’ built-in app store has never exactly been a huge success when compared to those of Apple and Google. Microsoft has made several attempts over the years to give its app store a jumpstart – including giving developers up to a 95 percent cut of profits instead of the 70 percent that has long been the industry norm – but it’s never really gained traction as most developers focus on the platforms from Apple and Google.

The latest plan from Microsoft to inject some life into its app store is to support more app types including unpackaged Win32 .exe and .MSI programs, and even Android apps.

Geoff Blaber, CEO of CCS Insight, said:

“In the face of a heightened competitive threat from Apple’s M1-based Macs, Microsoft is emphasising its philosophy of openness and connecting ecosystems by supporting Android apps and the Amazon App store. The contrast with Apple is becoming ever sharper, giving customers a clear choice.

The value of Android apps will come down to user experience and performance. Nonetheless, the combination of Android apps alongside a more flexible Microsoft Store and highly capable browser should more fully address a weakness that has long plagued Windows relative to the competition.”

The next part of Microsoft’s grand plan is to enable developers to keep 100 percent of their revenue. However, there is a fairly substantial caveat. 

“If you bring your commerce engine, you keep 100 percent of the revenue,” said Panos Panay, Chief Product Officer at Microsoft. “We keep zero.”

Developers can use any third-party commerce platform they want and host their apps and updates on their own content delivery networks in order to stop Microsoft from taking a cut. However, if developers use Microsoft’s own platforms to help users discover their apps, Microsoft will continue to take a 15 percent cut.

“Increased flexibility in commerce methods for developers and more generous revenue shares are designed to throw shade on Apple as much as boost the competitiveness of Windows,” adds Blaber.

The new store will ship with Windows 11 later this year but will also be available in Windows 10.

(Image Credit: Microsoft)




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