Microsoft Store 2025 Update: Free Developer Accounts, Win32 Updates & More

The Microsoft Store is undergoing its most impactful transformation in years—ushering in changes likely to alter how both developers and end users experience Windows software distribution. At Build 2025, Microsoft’s annual developer showcase, a suite of new features and policies were unveiled, signifying the Redmond giant’s ongoing commitment to making Windows the preferred ecosystem for app innovation, distribution, and discovery.

Lowering the Barrier: Free Developer Accounts for Individuals​

Perhaps the most symbolic move in this overhaul is Microsoft’s decision to abolish the $19 one-time fee for individual developer registrations. For years, this fee—minor though it may seem—served as a psychological barrier, subtly discouraging hobbyists, students, and small indie devs from participating in the official Store. By opening the gates and waiving this charge, Microsoft is laying out a genuine welcome mat for creative experimentation and underrepresented voices in app development.
It’s important to note, however, that while individuals receive this perk, corporate account fees remain untouched. This is likely a nod to enterprise oversight and compliance needs, but it does segment the developer community. Still, for most potential Windows creators—those outside big business structures—the result is immediate, impactful, and potentially game-changing. Early feedback from developer forums suggests there’s strong enthusiasm for this move, with many citing lower friction and fewer “hoops to jump through” as key motivators for considering Store publication for the first time.

The ‘Last Updated’ Field: A Small Change with Major Value​

The absence of a “last updated” date on app listings has long been a head-scratcher for users and developers alike. For over a decade, Store visitors have bemoaned not knowing whether an app is actively maintained or has become digital abandonware. This seemingly trivial omission has outsize ramifications: users are less willing to trust or download apps that haven’t seen apparent recent activity, and developers miss out on a clear way to prove reliability or iterative progress.
Microsoft is finally remedying this. The Store will now display when any given app was last updated, aligning it with the practices of rival marketplaces like Apple’s App Store and the Google Play Store. This fulfills one of the most frequently requested features from the Windows community—a point echoed by both user-driven feedback and insider developer surveys. On the trust and transparency front, this is a leap forward, and Store visibility for diligent developers should receive a healthy boost.
While it’s easy to poke fun at how long it took—thirteen years after the Store’s launch—the benefits are undeniable. The update brings Windows Store in line with user expectations in the modern app economy, and makes it much easier to assess the freshness and vitality of any listing.

Win32 Apps: Direct Updates Without a Middleman​

Windows’ longstanding support for Win32 software is both a blessing and a curse. On one hand, it caters to a vast legacy of powerful, full-featured desktop applications. On the other, it’s stood apart from modern app lifecycle management offered by UWP, Store-based delivery, and update mechanisms. Historically, after a Win32 app—packaged as an MSI or EXE—was uploaded to the Store, users could download only that version. Keeping up-to-date relied on the application's own updater, not centralized management.
That’s about to change in a significant way. Microsoft is rolling out direct updating for Win32 apps via the Store itself. Now, users won’t need to launch an app and trigger a manual or auto-update—they’ll be able to grab the latest version directly during installation, or while browsing, just like any other Store-delivered app.
This seemingly simple tweak removes several pain points:

• Users: No more uncertainty about version parity. The Store itself serves the latest build, reducing risk of exploits from outdated code and minimizing nagware popups.
• Developers: No need to maintain (often fragile or complex) custom updaters. Updates are pushed via a trusted, unified channel, improving reach, adoption rates, and user satisfaction.
• Security and IT: Centralized delivery makes it far easier for sysadmins and end users alike to verify versions, enforce compliance, and reduce attack surface from long-unpatched installs.

This update—and the commitment to supporting familiar Win32 formats—signals Microsoft’s intent to provide a genuinely Windows-centric app hub, not just a silo for UWP or web-based projects.

Enhanced Health Reporting and Developer Insights​

A modern application lifecycle demands more than just distribution. Developers crave data—especially actionable metrics about app stability, crash rates, and unexpected failures across permutations of hardware and Windows builds. To address this, Microsoft is also supercharging its Health Report system.
Improvements will include more granular readings of crash rates, hang rates, and device-versus-user impact. Notably, there’s a new focus on enabling fast reactions, with automated notifications when an app’s error or failure rates spike. Developers will gain the ability to compare trends across app versions, architectures, and device types, eliminating much of the guesswork from root-cause analysis and prioritization.
The Partner Center interface is being streamlined to bring these metrics and alerts to the fore. With these changes, Microsoft is catching up to (and in some cases surpassing) telemetry and crash analytics dashboards familiar to mobile app developers. The result: a Store ecosystem with lower latency from “problem emerges” to “issue fixed,” and a path to healthier apps for end users.
One notable caveat: these enhancements will be most valuable when developers actively engage, and when users consent to necessary telemetry. Privacy advocates will want assurances about data handling, but Microsoft’s public statements indicate an ongoing commitment to GDPR compliance and user choice.

FastTrack and Campaigns: New Boosts for Visibility and Velocity​

Another major friction point for developers has been the time required to move from submission to listing—especially for complex Win32 desktop apps, which often require additional scrutiny. Microsoft’s introduction of the “Microsoft Store FastTrack” program aims to streamline this process. While details are still emerging, qualified companies will enjoy expedited reviews and reduced bottlenecks, promising a much quicker path from developer build to user’s desktop.
In parallel, Microsoft is integrating new marketing tools—“app campaigns”—that let developers promote their creations not just within the Store, but across other Microsoft products, using the Microsoft Advertising Platform. This means more direct, targeted advertising opportunities, as well as analytics that tie discoverability to conversion with greater precision.
For indie and enterprise developers alike, tools that close the feedback loop between product creation and user adoption are vital. The new ad campaign features should, at a minimum, bring Microsoft Store visibility options in line with what’s been standard on mobile platforms for years.

App Selection: A More Compelling Marketplace​

Much has been made of the Microsoft Store’s historic “app gap”—the tendency for must-have tools to appear belatedly (if at all) compared to iOS and Android rivals. In recent months, however, there’s been a measurable uptick in the quality and diversity of available software.
Store data pegs the user base at roughly 250 million monthly active users, a testament to the reach (and, increasingly, the relevance) of this distribution channel. Major applications—OpenAI’s ChatGPT, Day One, Docker, and Fantastical, to name a few—have joined the platform. The arrival of Notion, a productivity juggernaut, is imminent, and early Store versions of popular apps are garnering favorable reviews.
This broadening of the roster tackles a historic pain point head-on. It’s also a signal to hesitant developers that the Store is no longer a digital backwater. If the new policies attract even more AAA and indie titles, this virtuous cycle could close the gap with rival marketplaces for good.

Critical Analysis: Where Microsoft Gets It Right (and Where Caution Remains)​

Notable Strengths​

Lower Entry Barriers: Free registration for individual developers means more experimentation, more innovation, and a Store that’s responsive to grassroots creativity, not just big-name publishers.
Direct Win32 App Updating: By supporting in-place updates for legacy formats, Microsoft is affirming a uniquely Windows identity—bridging old and new, and slashing end-user friction. This single improvement could drive much higher update compliance and user satisfaction.
Transparency and Trust: The “last updated” timestamp is long overdue, but its addition sweeps away one of the Store’s main credibility gaps overnight.
Richer Developer Analytics and Notification: Fast, actionable, and detailed crash reporting is essential for quality software. Microsoft’s enhancements here cater directly to developer pain points.
App Promotion and FastTrack: Building in Store-based advertising and expedited reviews signals a realization that discoverability is as critical as coding. These are solid steps, particularly for under-resourced or innovative developers trying to gain first traction.

Risks and Remaining Limitations​

Corporate Segmentation: By limiting free developer accounts to individuals, Microsoft draws a line between indie and company participants. Some solo developers who operate as small businesses may fall into a gray zone, having to pay fees unnecessarily.
Privacy and Data Handling: More metrics mean more data harvested from endpoints. Even with GDPR compliance claims, activists will want to scrutinize how granular health data is handled, anonymized, or retained. Transparency reports and opt-out controls must remain front-and-center.
Store Bottlenecks for Complex Apps: While FastTrack promises better speed, the specifics of “qualified companies” and review prioritization remain murky. Indie teams may find themselves outside this pipeline, depending on implementation.
Potential Fragmentation: Win32 direct updates are a holy grail—but only if most legacy developers adopt them. Apps that rely on older, unlisted updaters or forgo Store publication entirely will perpetuate some version chaos, unless Microsoft finds ways to further incentivize or automate participation.
Comparative App Gaps: App selection is improving rapidly, but Microsoft’s Store still trails its Apple and Google counterparts in certain utility, creative, and specialty categories. The recent improvements may help, but winning over entrenched Windows users who still prefer “side-loading” apps downloaded from the web will take time.

The Bigger Picture: What This Means for Windows​

Taken together, these updates represent more than just incremental tinkering. Microsoft is pursuing a unified vision where Windows is not just the open platform of legacy lore, but a well-regulated and competitive marketplace—one that is trustworthy, dynamic, and attractive to users and developers alike.
Critics might note that some of these reforms are playing catch-up, rather than leapfrogging the competition. However, by embracing legacy formats like Win32 and not forcing an all-modern rewrite, Microsoft is respecting the ecosystem’s diversity and making genuine user-centric enhancements.
For users, these changes mean a more curated experience, with higher standards for app freshness, quality, and security. For developers, the incentives to participate have never been greater—not just in terms of cost, but through discoverability, analytic support, and ease of maintenance.

Conclusion: A New Era for the Microsoft Store​

The changes rolling out to the Microsoft Store mark a real turning point. From free registrations and the long-awaited “last updated” feature to the transformative ability to install and update Win32 apps directly, the Store is evolving into the hub Microsoft always promised it could be. With major names arriving and indie developers about to flood in, Windows users stand to benefit from broader choice, better security, and a more dependable marketplace.
The full scope of these reforms will depend on execution, continuous oversight, and a willingness to refine based on ongoing community feedback. But if Microsoft can deliver on the bold ambitions set out at Build 2025, the legacy of the Microsoft Store as a second-class marketplace may soon be replaced by a reputation for innovation, accessibility, and trust.
For now, both experienced Windows aficionados and newcomers have plenty of reasons to revisit what the Microsoft Store has to offer. The platform’s best days may well be ahead—and for the first time in years, the energy and optimism of the developer community seem to agree.

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Source: Neowin Microsoft Store finally gets 'last updated' for apps, direct Win32 updates, and more

 

[ChatGPT]

The Microsoft Store has long been a focal point in Microsoft’s broader strategy to streamline how Windows users discover, install, and update software. Up until recently, the Store’s scope was limited, particularly when it came to traditional Win32 applications—the classic desktop programs that have defined the Windows experience for decades. Now, Microsoft is taking a bold step forward: it plans to allow users to update Win32 apps directly through the Microsoft Store, a long-awaited enhancement that aims to modernize software distribution, bring greater transparency to app management, and foster a more open ecosystem for developers and users alike.

A Fundamental Shift in Windows App Distribution​

For years, the Microsoft Store—originally launched as the Windows Store alongside Windows 8—has undergone a series of transformations that reflect changing philosophies within Microsoft. The initial focus was on Universal Windows Platform (UWP) apps, a new framework designed to unify app experiences across devices. However, these apps never achieved widespread adoption, leaving Win32 applications (such as familiar names like Chrome, VLC, and Photoshop) largely outside the Store’s direct reach.
With Windows 10, Microsoft started bridging the gap, allowing packaged or converted Win32 applications into the Store. Windows 11’s radical move threw the doors wide open, letting virtually any app appear in the Store, regardless of packaging. Yet, beneath this improved discoverability, a critical limitation persisted: the Store did not actually control how these traditional desktop apps were updated. After installation, each Win32 application still relied on its own update mechanisms (think: auto-updaters built into browsers or standalone update checks within software settings), which meant inconsistent user experiences and greater risk from missed updates.
The latest announcement marks a turning point. Microsoft is ready to put real power behind its app marketplace by supporting direct Store-managed updates for Win32 apps—a capability that for many users has felt conspicuously absent, if not overdue.

How Will Win32 App Updates Work?​

Details about the technical implementation remain pending—Microsoft has yet to specify a release timeline or the finer points of developer management. What’s clear so far is that participation will be voluntary: developers must opt in to let the Store push updates to their Win32 apps. This approach strikes a balance between empowering developers and respecting the diverse update needs that these complex, legacy apps often have.
For users, the advantages are immediate and apparent. With Store-controlled updates, you’ll be able to keep not just your UWP and packaged apps up to date, but also your classic Win32 programs, all from the same intuitive interface. This reduces fragmentation and helps close security gaps caused by missed or delayed updates—a common concern, as manually updating separate desktop programs is a hassle even for power users.
Another highly requested addition is the newfound transparency in update histories. After years of user feedback, the Microsoft Store will now clearly display the “last updated” date for each app. While it’s a humble change on the surface, it represents a big win for transparency, allowing users to quickly spot outdated or potentially abandoned software—especially important in a landscape where unpatched vulnerabilities are a leading cause of security incidents.

Lowering Barriers for Developers: Free App Publication​

Perhaps even more striking is the news that Microsoft is eliminating all fees for developers who wish to publish apps on its Store. Starting in June, the company will drop its long-standing requirement for a one-time developer account fee—something that, while relatively modest, has nonetheless been a persistent hurdle for hobbyists, students, and solo developers around the world.
By introducing free submissions, Microsoft positions itself as the first major digital storefront to waive the cost of entry entirely. The move is designed to stimulate creativity and encourage a new wave of innovative apps—an especially significant gesture in an era where the lines between professional and amateur development have blurred and open-source projects play an ever-greater role in software ecosystems.
This policy shift dovetails with Microsoft’s broader strategy over the past decade: methodically reducing friction for app creators and making the Store a genuine center of gravity for Windows software. It’s an explicit recognition that growth comes from lowering the drawbridge, not fortifying the castle.

Critical Analysis: Strengths and Strategic Implications​

The decision to enable direct Store-managed updates for Win32 apps comes with substantial benefits. Not least among them is improved security—a perennial concern for the Windows platform. Outdated software is a persistent vector for malware and cyberattacks. By consolidating update management within the Store, Microsoft can help ensure that millions of users receive critical patches in a timely fashion.
From a usability perspective, this enhancement fosters consistency. Users will no longer need to contend with a patchwork of disparate updaters, splash screens, or pop-up reminders. The experience of maintaining your machine becomes simpler and more predictable—an advantage that cannot be overstated for less technical users, small businesses, or managed environments.
A unified update mechanism also aligns Microsoft more closely with the experience found on competing platforms. Both Apple’s Mac App Store and various Linux distribution repositories have long offered centralized, system-level updates for most classes of software. Microsoft’s move thus brings Windows up to modern expectations, potentially broadening appeal among new generations of users.

• Notable Strengths:
• Increased update transparency and regularity for all app types
• Enhanced user security by reducing the risk of unpatched vulnerabilities
• Lowered barriers for new and independent developers
• More predictable app management for IT pros and enterprises
• Strategic alignment with user expectations established on other platforms

Moreover, by making app submissions free, Microsoft encourages a richer, more diverse Store catalog. This benefits users through greater choice, while providing developers with direct access to one of the world’s largest desktop computing audiences.

Potential Risks and Limitations​

Despite its strengths, Microsoft’s new policy introduces several risks and unresolved questions.
Opt-In Model: Will Developers Bite?
Allowing developers to opt into Store-managed updates respects their autonomy, but it also creates a possible split in user experience. There’s no guarantee that major vendors—especially those with their own established distribution and update frameworks—will choose to participate. If leading apps like browsers, media players, or office suites decline, the practical benefit for end users could be limited. For maximum impact, Microsoft will need to demonstrate clear advantages to developers, perhaps through analytics, promotional opportunities, or new API support.
Technical Complexity for Win32 Apps
Win32 is an inherently complex, heterogeneous platform. Unlike UWP apps—sandboxed and standardized—Win32 programs can involve deep system integration, custom installers, and unique update needs. Successfully decoupling these from their bespoke updaters and routing everything through the Store could prove thorny, especially for legacy or open-source projects. A frictionless onboarding process and robust tooling will be key to driving adoption beyond the simplest use cases.
Update Timing and Control
Some developers might worry about losing fine-grained control over rollouts, staged deployments, or integration with telemetry systems. If Store updates occur at intervals not aligned with a developer’s intended schedule—or if updates behave differently due to Store packaging—it could affect app performance or user experience. Clear communication and flexible policies will be vital.
Security Risks During Transition
There’s also the challenge of ensuring that Store updates are themselves secure and cannot be hijacked or tampered with—a standard concern with any software distribution system. Microsoft’s track record in this area is strong, but vigilance is essential, given the potential scale and criticality of the Win32 ecosystem.
Unintended Fragmentation
If only some developers participate, users may be left with a mixture of Store-updated and independently updated Win32 apps. This partially solves the update workflow problem, but the experience still risks being inconsistent. The longer-term vision would require widespread buy-in to deliver the kind of seamless, system-level updating that users increasingly expect.

How Will This Change the Windows Experience?​

Assuming robust uptake by developers, the ability to update Win32 apps through the Microsoft Store signals a major step forward for Windows as a platform. For the typical user, it means fewer dialogs, fewer background processes chewing up system resources, and above all, less confusion about whether installed software is truly up to date.
For IT administrators, the consolidation of app updates holds enormous potential for improved management, compliance, and reporting. Patch cycles can be tracked centrally, risks minimized, and user downtime reduced. Microsoft is likely to build on this foundation with enhanced Store policies and enterprise controls over time.
For developers, Microsoft’s removal of submission fees—and the promise of a larger, more unified user base reachable through the Store—offers new distribution opportunities. Especially for small teams and open-source projects, this “zero barrier” approach could help their software reach millions more users.
This also ties into larger industry currents. With regulators in many jurisdictions probing the power of digital storefronts and how they affect competition, Microsoft’s embrace of free submissions and open participation offers a contrast to rivals that may still enforce more restrictive (and expensive) policies.

What’s Still Unknown: Questions for the Future​

Several questions remain as Microsoft prepares to roll out these changes:

• Timeline and Version Support: When, precisely, will Store-managed Win32 updates become available? Will the feature require a major OS update, or will it be backported to current Windows 10 and 11 builds?
• Developer Tooling: What APIs, SDKs, or conversion tools will Microsoft provide to ease the transition? How much modification will existing Win32 apps require to participate?
• Policy Nuances: Will there be distinctions between open-source and proprietary apps? How will rollbacks or hotfixes be handled if a Store-downloaded update causes problems?
• User Choice: Will it be possible for advanced users or enterprises to opt out of Store-provided updates for particular apps, reverting to the traditional model?
• Monetization and Ads: With free submissions, will Microsoft introduce new forms of advertising or “featured” promotions in the Store to subsidize costs, and what implications will that have for discoverability?
• Impact on Third-Party Stores: What does this mean for other, independent app stores and package managers currently available for Windows?

As with most major platform changes, the devil will be in the details—and Microsoft’s ability to execute on its vision, support developers, and educate users will determine the ultimate success of the initiative.

Final Thoughts​

Microsoft’s decision to allow Store-managed updates for Win32 apps, coupled with its removal of all app submission fees, marks a pivotal moment in the evolution of the Windows software ecosystem. These policies address long-standing complaints about update fragmentation and developer accessibility, while positioning the Microsoft Store as a true hub for Windows software.
If Microsoft can encourage broad developer support and successfully navigate the transition’s technical and policy challenges, the result could be a safer, simpler, and more developer-friendly Windows for everyone. However, realizing that vision will require sustained investment in tooling, transparency, and outreach—particularly given the diversity and complexity of the Win32 app landscape.
What’s certain is that Microsoft is not content to cede ground in the ongoing digital storefront race. By aligning its Store more closely with users’ needs and developers’ aspirations, the company is signaling that Windows remains a vibrant, modern, and open platform—one ready to meet the demands of the next decade and beyond.

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Source: XDA Microsoft is finally going to let you update Win32 apps through the Microsoft Store