Microsoft announced on its official blog that as long as developers have a personal Microsoft account, they can list their applications on the Microsoft Store for free. The scope of application covers nearly 200 countries and regions. This means that the threshold of having to pay a one-time registration fee of US$19 to list applications in the past has now been officially eliminated. This is undoubtedly a big benefit for independent developers and small and medium-sized teams.
For a long time, the Microsoft Store has been far less important on the Windows platform than the App Store or Google Play Store. While Windows remains the predominant operating system for PCs worldwide, users are still accustomed to downloading installation files directly from the web. As a result, the Microsoft Store has not yet established an app ecosystem like the App Store or Google Play Store.
The strategy of opening up free listings this time is obviously intended to attract more developers to invest, enrich the application ecosystem, and thus increase the user stickiness of the Microsoft Store.
The Microsoft Store currently boasts over 2.5 million monthly active users and supports a wide variety of app types, including Win32, UWP, PWA, .NET, MAUI, and Electron, encompassing nearly every major Windows application development framework. Microsoft also allows developers to freely choose their in-app transaction system and retains 100% of revenue for non-gaming apps, a stark contrast to the revenue-sharing model of Apple and Google.
In contrast, Apple's App Store still requires developers to pay an annual developer fee of $99, while the Google Play Store charges a one-time registration fee of $25. Microsoft's free strategy not only lowers the barrier to entry but also demonstrates its commitment to attracting developers and strengthening the Windows app ecosystem. For independent developers just starting out, this not only saves costs but also allows them to leverage the Microsoft Store's massive traffic, making their apps more easily discoverable by users worldwide.
From a strategic perspective, the Microsoft Store isn't the only software distribution channel for the Windows platform, so Microsoft needs to encourage developers to use it as their primary distribution platform through more friendly conditions. As Copilot+ PCs and AI capabilities become key development directions for Windows, more apps and services will require simpler installation and updating mechanisms, and the Microsoft Store's role may become even more critical.
Overall, this policy change will not only encourage more developers to offer apps on the Microsoft Store, but will also increase Windows users' willingness to download software through the Microsoft Store, indirectly improving security and update efficiency. For Microsoft, this may be a key step in reshaping the Windows app ecosystem and enhancing the Store's influence.
Comparison table of listing requirements for Microsoft, Apple, and Google's app stores:
| Platform/Store | Microsoft Store | Apple App Store | Google Play Store |
| Registration fee | Free (originally $19, one-time fee waived) | $99 per year | One-time $25 |
| Income sharing policy | Non-gaming apps can retain 100% of revenue (and can use their own payment system); games adopt an 85/15 profit split | 70/30 profit split (reduced to 85/15 after one year of subscription) | 70/30 分潤 (前100萬美元降至85/15) |
| Supported application types | Win32, UWP, PWA, .NET, MAUI, Electron, etc. | iOS, iPadOS, watchOS, macOS, tvOS apps | Android apps and games |
| Special policies and advantages | No listing fees, supports multiple development frameworks; more than 2.5 million monthly active users | Closed ecosystem, strict review mechanism; the world's largest iOS user base | The developer entry threshold is low and supports most Android devices in the world |
