Microsoft Store Eliminates App Submission Fees, Unlocking Developer Opportunities

The landscape for Windows developers is about to change dramatically as Microsoft eliminates the last barrier to publishing apps on the Microsoft Store. Beginning in June, developers worldwide will no longer need to pay fees to sign up or submit their apps for listing on the Microsoft Store in Windows 10 and Windows 11. This bold decision was unveiled at Microsoft’s highly anticipated Build 2025 developer conference, heralding a new era of accessibility and opportunity for independent software creators.

A Transformative Move: Microsoft Removes Store Fees for App Submission​

For years, Microsoft charged a relatively modest one-time fee—$19 for individual developers and $99 for companies—to join the Microsoft Store ecosystem. While small by corporate standards, this fee represented a symbolic and sometimes practical entry hurdle, especially for students, hobbyists, and developers in emerging markets. Microsoft’s announcement to waive all signup and submission fees catapults its Windows app marketplace into uniquely accessible territory among major tech giants, none of which currently offer a similarly fee-free platform for developers to list apps on their respective app stores.

Competitive Context: How Microsoft Stands Apart in the Global App Marketplace​

The move brings the Microsoft Store into stark contrast with its major rivals. Apple's App Store continues to charge developers $99 per year for access, with no waivers except for certain educational and governmental institutions. Similarly, Google Play’s one-time $25 fee remains in place, with no strong indications of a fee-free future. By opening its doors entirely, Microsoft positions Windows as the most developer-friendly mainstream software distribution channel.
This decision could spark considerable debate within the developer community. Some argue that even modest fees serve as a quality filter, deterring low-effort or spam apps. Others hail Microsoft's approach as vital, empowering new voices and ideas, particularly from regions or demographics traditionally underrepresented in the app development world. By removing economic obstacles, Microsoft signals a welcoming, open philosophy—embracing both the risks and immense potential of such an approach.

The Strategic Rationale: Unlocking Innovation and Store Growth​

Microsoft’s move is more than an altruistic gesture. The Windows Store has historically lagged behind Apple and Google in terms of both volume and visibility of high-quality apps. With both Windows 10 and Windows 11 boasting hundreds of millions of active devices, the operating system is well positioned to host a golden age of app innovation, so long as the pipeline of fresh developer talent remains strong.
Microsoft is betting that eliminating fees will dramatically increase the number and diversity of apps in its Store. The anticipated influx of developers—especially solo creators and small teams—could help fill long-standing gaps in catalog depth and category diversity. More importantly, energetic developer participation often leads to unexpected breakthrough products, spurring new momentum for the Windows platform itself.
It’s instructive to note that this initiative enters a rapidly changing application economy. Portable, cross-platform frameworks such as Progressive Web Apps (PWAs), Electron, Flutter, and React Native are gaining popularity, blurring the line between desktop-only and multi-platform solutions. By making publishing hassle-free and zero-cost, Microsoft allows these modern toolkits to function seamlessly with the Microsoft Store publishing pipeline, increasing the incentive for developers to target Windows as part of a broader deployment strategy.

Technical and Business Impact: What Developers Should Know​

Lowering Barriers—But Raising Expectations​

For new and existing developers, the immediate impact is clear: beginning in June, every developer can list their apps on the Store without up-front costs. This is particularly transformative for independent programmers, students, open-source contributors, and entrepreneurs testing ideas.
Microsoft is not only removing monetary gates. Over the past year, the company has continued to upgrade its developer tooling (including Visual Studio, WinApp SDK, and cross-platform libraries), and to refine its store policies—streamlining the submission, review, and update process. Developers can easily access analytics, feedback, and rapid update cycles, ensuring they can iterate on their apps after going live.

Monetization and Revenue Models​

Importantly, Microsoft's zero-fee policy does not alter the commission rates for app sales or in-app purchases. Currently, Microsoft takes a 15% cut for in-app purchases and paid apps, which is lower than the 30% standard commission on Apple’s App Store and Google Play. For apps utilizing their own payment platforms (outside of games), developers can even retain 100% of revenues, a bold policy first introduced in 2021 and reaffirmed alongside the new changes.
This approach reinforces Microsoft’s message: its platform is open to the business models developers choose, whether based on subscriptions, ads, or direct sales.

New Possibilities for Niche and Open Source Software​

The absence of submission fees may breathe new life into niche, experimental, or entirely free/open-source projects that previously struggled to justify even small up-front costs. Developers focused on accessibility, educational tools, or specialist interests can now reach Windows users at zero cost, a factor likely to amplify diversity on the Store.
This shift also dovetails with global trends toward digital inclusion, enabling creators from low-income regions or resource-constrained backgrounds to participate fully in the world’s most widely used desktop ecosystem.

Critical Analysis: Potential Strengths and Underlying Risks​

Strengths​

• Democratization of App Development: The most obvious win is dramatically lowered access barriers for everyone—from hobbyists and students to professionals in underserved markets. A more diverse development community invariably produces richer, more representative, and sometimes surprising solutions.
• Store Growth and User Value: For end users, store catalogs with greater variety and innovation yield better experiences and more reasons to explore and trust the platform.
• Signals Open, Forward-Looking Philosophy: In an era of antitrust scrutiny and “walled gardens,” Microsoft’s approach offers a strong counter-narrative—Windows remains an open, user-centered ecosystem.
• Competitive Advantage: By undercutting rivals in developer accessibility, Microsoft may attract star developers and exclusive content that might otherwise gravitate to Apple or Google.

Potential Risks​

• Volume vs. Quality: With no entry price, the likelihood of increased spam, clones, and low-effort applications rises. App review processes may be strained—leading to user frustration if subpar or malicious apps slip through. Microsoft insists its updated review protocols, AI-powered screening, and community reporting tools will counterbalance this surge, though it remains to be seen how seamlessly these systems will cope with a rapid volume increase.
• Developer Support Challenges: A large, diverse influx of developers may mean Microsoft’s support channels and documentation need continual expansion and updating. Gaps in onboarding resources could negatively impact the new cohort of developers.
• Impact on Revenue Model: Although commissions remain unchanged, the elimination of even modest fees represents a bet that increased developer participation and store content will ultimately drive more sales or engagement, compensating for lost upfront revenues. This forecast may not materialize immediately.
• Platform Fragmentation and Policy Enforcement: More apps mean more potential for inconsistencies, especially across the diverse array of Windows devices. Microsoft will need to redouble efforts on compatibility testing and store policy enforcement to maintain user confidence.

Early Community Reaction​

Initial response from developer forums and social media is largely enthusiastic, with many praising Microsoft for “finally catching up with the spirit of the modern internet.” Some note that the fee was already trivial for established developers, but acknowledge the change will make a meaningful difference to those at the earliest stage of their software careers.
A subset of developers remains cautiously optimistic, waiting to see how Microsoft’s content moderation and spotlighting mechanisms evolve. Some warn that a deluge of low-quality entries may stifle discoverability of great apps unless Store indexing and curation are also improved.
“Making the store free is a great start, but the real test is whether users can actually find good new apps in the sea of submissions,” remarked one frequent Store contributor on Reddit.

Looking Forward: The Future of the Microsoft Store​

Store Discoverability, Curation, and Trust​

With explosive catalog growth expected, discoverability tools—such as user ratings, editorial picks, and intelligent search—become essential. Historically, the Microsoft Store has trailed its competitors in surfacing innovative or high-quality content. Microsoft acknowledges these concerns, indicating forthcoming investments in enhanced curation, machine learning-powered recommendations, and community-driven trust signals.
Yet, success will ultimately be measured by user trust and engagement: a flood of new content only matters if users feel empowered to easily find, try, and review worthwhile apps.

Opportunities for Emerging Technologies and Market Segments​

• Education and Accessibility: Lowering the fee to zero removes a significant bottleneck for not-for-profit and educational applications, broadening the range of tools available for students and users with additional needs.
• Global Reach: Developers from regions with restrictive financial systems or lower average incomes now have seamless entry, potentially spurring grassroots innovation worldwide.
• Hybrid and Next-Gen Apps: The zero-fee model is well-timed as developers lean further into hybrid solutions—PWAs, cross-platform toolkits, and containerized desktop apps all stand to flourish in a no-barrier environment.

Microsoft’s Broader Ecosystem Play​

Some observers see this announcement less as a Store-centric development, and more as a piece of Microsoft’s broader campaign to revitalize Windows as the platform of innovation. By lowering every access and revenue friction, Microsoft is reminding the world that Windows—despite the shift to mobile and cloud—remains an essential destination for software creators looking to build and reach at scale.
The hope inside Redmond is that today’s students, indie creators, and international voices become the app icons of tomorrow—powering not only Windows, but Azure, Office, and the next generation of Microsoft’s ecosystem.

Conclusion: A New Chapter for Developers and the Windows Platform​

Waiving Microsoft Store signup and submission fees is hardly a silver bullet. Many challenges remain—particularly around quality control, discoverability, and maintaining a trusted ecosystem as the submission gates swing wide open. Yet, the decision marks a pivotal chapter for Microsoft’s platform philosophy.
By boldly lowering barriers, Microsoft is placing a significant bet on the power of community-driven innovation—inviting creators of all backgrounds to shape the future of the world’s most widely deployed desktop operating system. For developers, it is a moment filled with both promise and responsibility. And for Windows users, a more vibrant, dynamic, and diverse app store lies just ahead.

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Source: inkl Microsoft makes it free for developers to publish Windows apps on the Microsoft Store