The announcement came during the Build 2025 conference, where the company revealed a comprehensive strategy aimed at strengthening its relationship with app creators and modernising its digital storefront.

Previously, developers had to pay a registration fee, around $19, before they could publish to the Microsoft Store. With this new policy, the cost attached is being removed entirely. 

While seemingly a small figure, this means Microsoft is making it easier for independent developers to access its ecosystem and reach its base of over 250 million monthly active users.

Apple still demands $99 annually for App Store participation, while Google requires a $25 one-time fee for Google Play. In contrast, Microsoft is removing entry fees and also improving the developer experience with a set of practical updates.

First, Microsoft is revamping how Win32 applications, legacy apps that use .EXE or .MSI installers, interact with the store. Developers can now push updates directly through the Microsoft Store infrastructure, ending the need for users to rely on third-party update prompts. 

The Store will also begin showing when apps were last updated and introduce a non-interactive progress bar for installations, two features long requested by developers.

Added to these, Microsoft is introducing tools like App campaigns, which are designed to help developers promote their apps directly within the Store. While some major applications, such as Google Chrome and Google Drive, remain absent, new entries like Fantastical, Perplexity, and ChatGPT have recently been added. Notion is expected to join them soon.

Microsoft clarified that while onboarding is now free, the Store’s commerce fees remain unchanged. Developers using Microsoft’s payment infrastructure will still pay 15% on app sales and 12% for games. Those using external payment systems will continue to retain 100% of their revenue for non-gaming apps.

I see this as a calculated and timely initiative. The legal and public pressure on Apple’s closed system is growing, and Microsoft is seizing the moment to present itself as the more open and developer-friendly alternative.

The company pointed developers to a Build session titled “Boost Your App’s Success with the Latest Microsoft Store Features” for more insights. Microsoft wants developers on its side, and it’s willing to meet them halfway.

Microsoft has introduced a new method that simplifies the process with standalone installers.

Previously, installing apps involved multiple clicks: clicking “install” on the website, confirming a dialogue, and clicking “install” again in the Microsoft Store’s mini-window.

This multi-step process was designed to prevent malicious scripts from automatically installing apps. However, user feedback indicated it was cumbersome.

Microsoft’s solution is a simplified installer downloaded directly from the web. This installer functions similarly to the main Microsoft Store app, managing downloads and installations.

The new standalone installers bring a commendable improvement in user experience. These lightweight installers launch quickly and require just two clicks to get an app running, compared to the previous multi-step process. 

They are always up-to-date with the latest features and compatible with all products, even if the main Microsoft Store app itself hasn’t been updated recently. 

Finally, these installers provide increased reliability – they work even if the Microsoft Store app is removed and can handle multiple installations running at the same time.

The company conducted a five-month experiment with this new method, and the results are promising. Users participating in the experiment saw a 12% increase in app installations and a 54% increase in the number of apps launched after installation.

Microsoft is expanding this new installer system to more products and markets, with further improvements planned. Developers can expect to see increased app downloads and user engagement with this installation process.

While the tech giant claims a two-click process, some users report it still involves three clicks — download, open installer, and confirm installation. Additionally, not all apps currently support the standalone installer method.