Microsoft Store

Microsoft Store is Microsoft's digital distribution platform for software and entertainment content across Windows and Xbox-related ecosystems. The service originated as the Windows Store, introduced for Windows 8 as the principal distribution channel for the new class of tightly controlled, sandboxed applications later associated with the Universal Windows Platform. Over time, Microsoft expanded the service beyond Windows applications, combined it with several earlier digital storefronts, and renamed it Microsoft Store. The platform provides a consumer-facing storefront and a developer-facing publishing and analytics system. Users can discover, download, purchase, update, and in some cases subscribe to applications and games. Developers use Microsoft's submission and certification processes, publishing dashboard, ratings tools, quality reports, adoption analytics, and financial reporting. Store certification has historically covered compatibility, security, content, privacy, and technical requirements, although Microsoft has progressively presented the Windows 11 store as more open to different application frameworks, packaging technologies, payment systems, and third-party storefronts. The store's scope changed substantially with Windows 10. Microsoft consolidated the former Windows Marketplace, Windows Phone Store, Xbox Music, Xbox Video, Xbox Store, and related web commerce functions into a more unified distribution system. The resulting storefront could carry Universal Windows Platform applications, traditional desktop software packaged for store distribution, console and PC games, music, films, television programs, themes, and electronic books. Several of these categories were later withdrawn. Digital music sales ended at the close of 2017, ebook sales ended in 2019, and Microsoft announced the closure of the Movies & TV storefront in 2025. The remaining emphasis is on applications and games, while the Xbox app has become an important front end for PC gaming and PC Game Pass content available through Microsoft's ecosystem. Microsoft Store is both a platform product and a strategic control point for Microsoft's operating systems. It supports Microsoft's efforts to make software discovery, installation, updates, identity, licensing, and commerce more consistent across devices. It has also been shaped by competition with Apple, Google, Steam, Epic Games Store, and other distribution channels. Microsoft has reduced some restrictions over time, including allowing more desktop applications, Progressive Web Apps, alternative payment systems for qualifying non-game software, and third-party storefront clients. At the same time, the service remains curated: applications must meet Microsoft's published requirements, and Microsoft retains the ability to reject, remove, or disable software for security, legal, or policy reasons. The brand is therefore best understood not as a conventional retail chain but as a software marketplace and distribution infrastructure operated by Microsoft. Its principal users are Windows consumers, PC gamers, Xbox customers, software developers, publishers, and enterprise or educational organizations that obtain software through Microsoft's ecosystem.

Microsoft's modern store strategy developed from several earlier digital commerce initiatives. Windows Marketplace was an earlier online system for purchasing software, tracking product keys, and retrieving licenses. Microsoft discontinued that service in 2008 and subsequently operated a web storefront using the Microsoft Store name. At Microsoft's Build conference in September 2011, the company announced the Windows Store for Windows 8. The service was designed around Microsoft's new Metro-style application model: applications were sandboxed, subject to certification, and intended to provide a consistent installation and update experience. The store became available with the Windows 8 consumer preview in February 2012. Its original role was closely tied to Universal Windows Platform ambitions and to Microsoft's desire to make the store the normal distribution route for the new application model. Windows 8.1 brought a redesigned storefront with more prominent categories, recommendations, rankings, offers, and expanded application information. Automatic application updates were also introduced. Nevertheless, the platform faced criticism over limited software availability, restrictions on application types, and differences between store applications and conventional Windows desktop software. Windows 10 significantly broadened the platform. Microsoft combined the Windows Store with Windows Marketplace, Windows Phone Store, Xbox Music, Xbox Video, Xbox Store, and related web commerce functions. The unified service offered applications, games, music, films, television programs, themes, fonts, and ebooks. Traditional desktop software could also be packaged for store delivery, while Microsoft's PC game strategy for a period emphasized Microsoft Store distribution and Universal Windows Platform technology. The Windows Store name began changing to Microsoft Store in 2017. This rebrand accompanied the integration of Xbox commerce and reflected Microsoft's effort to present its Windows and Xbox marketplaces as parts of a wider platform. The content strategy subsequently narrowed. Music sales ended in 2017, ebook sales ended in 2019, and Microsoft's later announcement concerning the Movies & TV storefront further reduced the role of media commerce. Games also became less dependent on the store client as Microsoft promoted the Xbox application as a principal interface for PC gaming and PC Game Pass. Microsoft progressively adjusted its developer policies. In 2018 it added Progressive Web Apps. In 2020 it published principles promising greater transparency, reasonable fees, developer access, payment flexibility, and interoperability. For Windows 11, Microsoft stated that applications could use a wider range of frameworks and packaging technologies. Non-game software could use third-party payment systems under the announced policy, and third-party storefronts could distribute their clients through Microsoft Store. These changes responded partly to wider disputes over digital-store commissions and platform control involving Apple, Google, Epic Games, and other technology companies. The platform has used different commercial terms over time. Earlier app economics included a 30 percent commission, with a temporary reduced rate after a specified sales threshold. The threshold-based reduction was removed in 2015. Microsoft later announced a 12 percent share for qualifying app sales from August 2021, while third-party payment transactions could be permitted without Microsoft taking a share. Xbox game economics and non-game application policies have not always followed identical terms. Microsoft Store remains integrated into supported Windows releases and continues to function as a marketplace for applications and games. Its historical importance lies in Microsoft's repeated attempt to unify software distribution across personal computers, phones, consoles, and digital media, while its current identity is centered primarily on Windows software and gaming rather than a broad all-purpose media store.

• 2025

  Movies & TV storefront closure announced

  [1]Microsoft Storeen.wikipedia.org

  Microsoft announced the closure of its Movies & TV storefront, leaving applications and games as the principal store categories.

• 2021

  Windows 11 store policy changes

  [3]A new Microsoft Store for Windowsblogs.windows.com

  Microsoft announced broader framework support, alternative payment options for qualifying applications, and third-party storefront integration.

• 2020

  Developer fairness principles are published

  [2]Microsoft's App Store Principlesblogs.microsoft.com

  Microsoft announced operating principles addressing transparency, fees, access, payments, interoperability, and treatment of competing software.

• 2019

  Ebook sales end

  [1]Microsoft Storeen.wikipedia.org

  Microsoft ended ebook sales and refunded customers after purchased books became unavailable when digital-rights licenses expired.

• 2018

  Progressive Web App support is announced

  [1]Microsoft Storeen.wikipedia.org

  Microsoft added Progressive Web Apps as a supported category for store distribution.

• 2017

  Windows Store is rebranded Microsoft Store

  [1]Microsoft Storeen.wikipedia.org

  Microsoft introduced the Microsoft Store name and integrated Xbox Store branding.

• 2015

  Commission threshold reduction is removed

  [1]Microsoft Storeen.wikipedia.org

  Microsoft ended the earlier sales-threshold mechanism that reduced its app commission after a developer reached a specified revenue level.

• 2013

  Windows 8.1 redesign

  [1]Microsoft Storeen.wikipedia.org

  The storefront received a redesigned home page, improved categories and recommendations, and automatic app updates.

• 2012

  Windows Store launches in Windows 8 preview

  [1]Microsoft Storeen.wikipedia.org

  The service became available with the Windows 8 consumer preview.

• 2011

  Windows Store is announced

  [1]Microsoft Storeen.wikipedia.org

  Microsoft announced a dedicated Windows 8 application storefront at its Build developer conference.

Showing the 10 most recent.

A curated but increasingly open digital marketplace integrated into Windows and Microsoft's gaming ecosystem.

• Software marketplace · 2012

  Windows applications

  The store's core offering is software for Windows, including Universal Windows Platform applications, packaged desktop programs, utilities, education products, entertainment applications, and Progressive Web Apps. Applications are reviewed through Microsoft's certification process and can support installation, updating, licensing, ratings, and regional distribution through the store.

• Video games · 2012

  PC games

  Microsoft Store distributes PC games from Microsoft and third-party publishers. It has been used for individual purchases, free-to-play products, and games associated with Microsoft's subscription ecosystem. The Xbox app increasingly serves as the primary discovery and management interface for PC games and PC Game Pass, while the store remains part of the underlying Windows distribution environment.

• Console video games

  Xbox games

  Xbox commerce was incorporated into the broader Microsoft Store branding during Microsoft's platform-convergence efforts. The Xbox-related catalog supports digital game commerce across Microsoft's gaming ecosystem, although console discovery and account management are also handled through Xbox-specific interfaces.

• Developer services · 2012

  Microsoft Store developer portal

  The developer portal supports application submission, certification, publishing, ratings review, quality monitoring, adoption analysis, regional reporting, downloads data, and transaction reporting. It gives publishers operational tools in addition to the consumer storefront.

• Digital media

  Digital music

  Digital music was formerly sold through Microsoft's broader store ecosystem. Microsoft discontinued music sales after ending Groove Music Pass, and users were given an opportunity to transfer eligible collections to Spotify.

• Digital media

  Ebooks

  The store formerly sold ebooks that could be read through Microsoft's Edge-based reading experience. Microsoft ended sales in 2019, and digital-rights licensing changes made purchased books inaccessible, followed by automatic refunds.

• Digital media

  Movies & TV

  Microsoft formerly offered movie rentals, movie purchases, and television content in selected markets through its Movies & TV ecosystem. In 2025 Microsoft announced the closure of the storefront, while previously purchased content availability depended on market and platform arrangements.

• 2025

  Close the Movies & TV storefrontStrategy

  Background

  Microsoft's store strategy had increasingly focused on applications and games rather than a broad digital-media catalog.

  Action taken

  Microsoft announced the closure of the Movies & TV storefront and provided market-specific guidance for accessing previously purchased content.

  Aftermath

  Microsoft Store's remaining strategic emphasis became software and games, with continued limitations on legacy media access depending on region.

  Source

• 2021

  Open the Windows 11 Microsoft StoreStrategy

  Background

  Microsoft sought to increase catalog breadth and reduce technical and commercial barriers for Windows developers.

  Action taken

  Microsoft announced support for applications using different frameworks and packaging technologies, permitted third-party payment systems for qualifying non-game software, and allowed third-party storefront clients to be offered through the store.

  Aftermath

  The policy positioned Microsoft Store as a more permissive Windows marketplace while retaining certification and content controls.

  Source

• 2020

  Adopt developer fairness principlesStrategy

  Background

  The announcement came amid public and legal disputes over the rules and commissions of major mobile and desktop application stores.

  Action taken

  Microsoft committed to principles covering transparent rules, reasonable fees, developer access, payment choice, interoperability, communication with users, and equal treatment of Microsoft's own software.

  Aftermath

  The principles established the policy direction for the more open Microsoft Store presented with Windows 11.

  Source

• 2019

  End ebook salesStrategy

  Background

  Microsoft determined that ebook digital-rights licenses would not be renewed.

  Action taken

  Microsoft stopped selling ebooks and later made previously purchased books inaccessible, issuing automatic refunds to affected customers.

  Aftermath

  The decision removed ebooks from Microsoft Store and reduced the platform's digital-media scope.

  Source

• 2017

  Unify Windows and Xbox storefront brandingStrategy

  Background

  Microsoft was consolidating several software and media distribution services across Windows and Xbox.

  Action taken

  The company began replacing the Windows Store identity with Microsoft Store branding and incorporated Xbox Store functions into the unified platform.

  Aftermath

  The store became a broader Microsoft ecosystem brand, although different Windows and Xbox applications continued to provide specialized user experiences.

  Source

• 2025

  Microsoft announces closure of the Movies & TV storefront[1]Microsoft Storeen.wikipedia.org

  Other

  Microsoft announced that the Movies & TV storefront would close after years of operation. Access to previously purchased content would vary by market, with United States customers directed toward Movies Anywhere where supported.

• 2021

  Windows 11 introduces a more open Microsoft Store[3]A new Microsoft Store for Windowsblogs.windows.com

  Product generation

  Microsoft announced broader application-framework and packaging support, third-party payment options for qualifying non-game software, and the ability for other storefronts to distribute their clients through Microsoft Store.

• 2020

  Microsoft announces principles for developer fairness[2]Microsoft's App Store Principlesblogs.microsoft.com

  Regulation

  Microsoft published ten principles addressing transparency, developer access, payment flexibility, interoperability, data use, communication with users, and equal treatment of Microsoft's own software.

• 2019

  Microsoft ends ebook sales[1]Microsoft Storeen.wikipedia.org

  Other

  Microsoft stopped selling ebooks through the store. Because digital-rights licenses were not renewed, previously purchased books later became inaccessible and customers were automatically refunded.

• 2018

  Progressive Web Apps arrive in Microsoft Store[1]Microsoft Storeen.wikipedia.org

  Product launch

  Microsoft announced support for Progressive Web Apps, including developer submissions and selected applications identified through Bing's crawling systems.

• 2017

  Microsoft begins rebranding Windows Store as Microsoft Store[1]Microsoft Storeen.wikipedia.org

  Product generation

  Microsoft began changing the Windows Store name and branding, while integrating the Xbox Store into the broader Microsoft Store identity.

• 2017

  Digital music sales end[1]Microsoft Storeen.wikipedia.org

  Other

  Microsoft announced that digital music sales would stop at the end of 2017 following the discontinuation of Groove Music Pass, with users offered a path to transfer music to Spotify.

• 2012

  Windows Store becomes available with the Windows 8 consumer preview[1]Microsoft Storeen.wikipedia.org

  Product launch · Product generation

  The storefront became available to users through the Windows 8 consumer preview after its earlier announcement at Microsoft's Build conference.

• 2011

  Microsoft announces the Windows Store for Windows 8[1]Microsoft Storeen.wikipedia.org

  Product launch

  Microsoft introduced the Windows Store as a new distribution service for Windows applications, including the sandboxed application model associated with Windows 8.

1. 1Microsoft Storeen.wikipedia.org
2. 2Microsoft's App Store Principlesblogs.microsoft.com
3. 3A new Microsoft Store for Windowsblogs.windows.com
4. 4Microsoft Store official web storefrontapps.microsoft.com