The Microsoft Store Dilemma

• The Microsoft Store is an important tool for maintaining the developer base for Windows and enforcing quality and security for Windows applications.
• Recent events illustrate Microsoft’s challenges as a store curator.

Curated app stores such as the Microsoft Store on Windows 10 and 11 provide developers with a place to promote their apps to potential customers, and they can help users find good-quality, secure applications that run on their devices. Microsoft has promoted its own app store as a model to regulators, but recent technical and policy churn suggests that the company continues to face challenges as an app store owner.

App Stores Background

App stores typically offer a range of apps, including development tools, utilities, productivity applications, games, entertainment software, and content. A primary goal for the store owner is to offer a wider breadth of applications than competing platforms’ stores. However, app store owners also need to filter out low-quality apps and prevent malicious applications from being published to maintain credibility and ensure consumer confidence. Striking the right balance can promote the platform and provide direct revenue for the store owner, who typically charges a percentage of the application price or in-app purchases.