Microsoft Store Multi App Install: One-Click Pack to Install Apps

Microsoft has quietly added a simple but powerful convenience: you can now build a one‑click installer that downloads and launches multiple Store apps in one go, creating a single .exe “multi‑app install” pack from the Microsoft Store website that the Store app will execute on your PC.

Overview​

Microsoft’s new Multi‑app install feature lets users select a curated set of apps on the Microsoft Store website and generate a single installer file that triggers the Microsoft Store app to download and install each chosen application automatically. That single file is a small launcher executable — it doesn’t contain full installers — and its job is to hand off the selected list to the Store, which performs the downloads and installation work. The capability appears on the Store’s web catalog as a “Multi‑app install” button and currently exposes a limited, curated list of popular apps (roughly dozens at launch). This change is notable because it brings the Microsoft Store into direct feature competition with multi‑installer services such as Ninite and the bulk‑install workflows many users build with Windows Package Manager (winget). It’s aimed at making machine provisioning and repeated setups less tedious for enthusiasts, IT staff, and anyone who moves between machines frequently.

---

Background: why multi‑app installers matter​

Multi‑app installers are widely used by:

• People who rebuild or replace PCs frequently and want to restore a preferred app set quickly.
• IT pros and small teams who provision machines repeatedly with the same software list.
• Power users who prefer a one‑pass setup rather than clicking dozens of installer pages.

Historically, Windows provisioning has followed three patterns:

• Manual: visiting each vendor site and running installers — slow and error‑prone.
• Scripted/package‑manager: using winget, Chocolatey, Scoop, or custom scripts for reproducible installs.
• Third‑party aggregators: services like Ninite that let you tick boxes and generate a single installer.

Microsoft’s multi‑app pack folds the convenience of checkbox selection and single‑run provisioning directly into the Store ecosystem. For users who trust the Store’s vetting, that means fewer manual downloads and a safer starting point than grabbing installers from disparate websites.

---

How Microsoft’s Multi‑app install works (practical mechanics)​

What the downloaded file actually is​

• The Microsoft Store website builds a small launcher .exe when you click “Install selected.”
• The downloaded .exe is not a bundle of installers; it’s a hand‑off executable that tells the Microsoft Store app which apps to fetch and install.
• When executed, the Store app opens and begins downloading and installing the selected titles automatically — little to no UI in the launcher itself.

Where you create a pack​

• Packs are created on the Microsoft Store website (apps.microsoft.com/apppack). There is currently no way to author a multi‑app pack inside the Microsoft Store desktop application itself — creation is web‑only.

Catalog coverage and curation​

• At launch the catalog is curated: only a subset of popular Store listings appear on the multi‑app install page (Windows Central reports about 48 mainstream apps such as Spotify, Discord, Telegram, and others as examples). That means you can’t yet pick any arbitrary Store listing — only those included on the multi‑app page.

---

Comparing Microsoft’s approach with Ninite and winget​

Ninite — the simple third‑party benchmark​

• Ninite has long been the consumer reference: tick apps, download a single installer, run it, and Ninite’s tool fetches installers and runs them with silent options. It’s simple, broadly supported, and convenient for personal and small business installs.
• Ninite’s strengths: broad app coverage, consistent silent install behavior, and an established, minimal UI. It’s also deployable in enterprise contexts via its Pro offering. Ninite performs the download+install itself, packaging the process into one networked session.

Microsoft’s multi‑app packs differ in that the downloaded .exe does not embed installers or perform the downloads itself — it hands off to the Microsoft Store app, which performs the download and installation steps. That approach reduces duplication (no separate download host required) and leverages the Store’s trust model, but it currently limits flexibility because you’re constrained to the Store’s available app selection and to the Store’s install behaviors.

Winget — the built‑in automation and enterprise option​

• Winget (Windows Package Manager) is Microsoft’s command‑line package manager for Windows and excels at scripting, automation, and enterprise provisioning. You can compose multi‑package install commands, export/import manifests, and integrate into provisioning pipelines. Winget is also capable of unattended installs (with flags to accept agreements and request silent installs), and it supports private sources for enterprise governance.

Comparative summary:

• Flexibility: winget > Ninite > Microsoft multi‑app (today).
• Ease of use for non‑technical users: Microsoft multi‑app ≈ Ninite > winget.
• Enterprise deployment and governance: winget > Ninite (Pro features exist) > Microsoft multi‑app (today, limited).
• Trust/vetting: Microsoft multi‑app benefits from Store vetting and unified updates where available.

---

Strengths of Microsoft’s new multi‑app packs​

• Integrated trust model — The Store’s vetting and update pipeline provide a security and consistency advantage compared with downloading raw installers from the web. Users who prefer the safety of a curated store get that benefit and the convenience of a single launcher.
• Simplicity and friction reduction — For non‑technical users, the one‑click generation and single execution is approachable: no command line, no scripting, no manual agreement juggling.
• Leverages existing infrastructure — By handing off to the Microsoft Store app for actual installation, Microsoft avoids reinventing download infrastructure and benefits from existing update and telemetry integration.
• Good for small‑scale provisioning — If your app set is covered by the curated list, this is a fast way to get a fresh machine into working shape without deep custom tooling.

---

Limitations, risks, and unknowns​

• Limited catalogue (curation, not everything in the Store): The multi‑app page currently only includes a subset of Store offerings. If your apps aren’t in that list, the feature provides no benefit. This is the single most visible shortcoming today.
• Web‑only creation: You must use the Store website to assemble packs — the Store app cannot create them yet. That’s awkward for environments that restrict web access or for scripted provisioning flows.
• Not a replacement for enterprise deployment tools: The current implementation appears designed for consumer ease, not for centralized enterprise management. Enterprises needing policy‑driven deployments, approval workflows, and manifest governance will still prefer winget with private sources, Intune, SCCM/ConfigMgr, or similar management solutions. Microsoft’s enterprise story for app distribution remains centered on Intune and WinGet-managed manifests.
• Installer behavior and silent installs: Because the Store performs installation, the ability to run truly silent or customized installs depends on how the Store and individual app packaging behave. This is less flexible than winget manifests where silent flags and automation parameters are explicit and scriptable.
• Supply‑chain and provenance concerns: Any mechanism that automates installs must be treated as code — manifests and generated installers should be audited for provenance in managed environments. Winget’s manifest model and private source pattern are better suited to enterprise governance than a web‑generated .exe.

---

Security and governance: what to watch for​

• Multi‑app packs will reduce the number of separate browser downloads (good for reducing phishing and fake installers), but they introduce a new vector: the launcher executable and the Store hand‑off.
• For managed fleets, rely on enterprise controls (Intune, AppLocker, Group Policy) to allow or restrict the use of web‑generated installers. Intune already supports bulk app installs in the Company Portal and other UI improvements; admins should evaluate adding guardrails before enabling broad use.
• For unattended or silent deployments, winget’s manifest auditability and private source model is preferable because manifests are explicit, versioned, and can be code‑reviewed. Treat the new multi‑app packs as a convenience for end users rather than a secure provisioning pipeline for critical enterprise systems.

---

Practical guide: how to create and use a multi‑app pack​

• Open your browser and go to the Microsoft Store web page for multi‑app installs (apps.microsoft.com/apppack).
• Click the Multi‑app install entry or button to view the curated app grid.
• Tick the checkboxes for the apps you want to include in your pack (the page groups apps into categories for discovery).
• Click Install selected to download the single .exe launcher file. Save it to a convenient location.
• Run the downloaded .exe on the target PC. The Microsoft Store app will open and begin downloading and installing your selected apps. You may need to sign into the Microsoft Store on that device.

Tips and caveats:

• Ensure the target PC has the Microsoft Store app and that the user account is signed into a Microsoft account if the Store requires it.
• For headless or offline provisioning, this approach is not ideal because the launcher relies on the Store app and network access to the Store catalog.
• If you want full automation for provisioning multiple enterprise machines, export/import with winget or use Intune and private manifest sources instead.

---

How this fits into Microsoft’s broader app management strategy​

Microsoft has broadened the Store’s scope in recent years — accepting Win32, MSIX, PWA, and other packaging formats — while integrating with the Windows Package Manager and enterprise tooling. The multi‑app install packs are another small but visible step: they improve first‑run experience and consumer provisioning, and they make the Store more relevant for everyday app installs. However, they stop short of replacing existing developer and enterprise workflows that require manifest control, automation, and governance.
If Microsoft intends the multi‑app pack to scale beyond consumer convenience, expect the following logical next steps:

• Add pack creation inside the Microsoft Store app (so web access isn’t mandatory).
• Expand catalog coverage or allow arbitrary Store listings to be included.
• Add programmatic pack creation (an API for IT tools) and an admin approval workflow.
• Integrate with Intune and winget import/export flows for hybrid consumer/enterprise provisioning.

Until then, winget remains the go‑to for scripted, auditable, and fleet‑scale installs; the Store’s multi‑app pack is the easiest route for a quick, trustworthy consumer setup.

---

Who should use Microsoft’s multi‑app packs now?​

• Casual users who prefer a graphical, store‑backed flow to reinstall a common app set when setting up a new PC.
• Enthusiasts who migrate between multiple personal devices and want a fast, low‑risk way to restore core apps.
• Small teams without a formal device‑management stack who want a quick restore path for members’ machines.

Who should avoid it (for now):

• IT departments that need controlled, auditable provisioning and rollback.
• Power users who require silent, customizable installs or installs of apps not present in the curated Store list.
• Offline installations or locked down environments where the Store app/web access is restricted.

---

Final analysis — is this a “Ninite killer”?​

The Microsoft multi‑app install pack is not a straight replacement for Ninite or winget today. It’s a complementary consumer‑friendly convenience that leverages the Store’s vetting and update model. For many everyday scenarios — setting up a fresh personal laptop or giving a family member a standard app list — it’s cleaner and safer than chasing installers online. That payoff is immediate and meaningful.
For power users and enterprises, the existing advantages of winget (automation, manifest control, private sources) and Ninite Pro’s enterprise features keep those tools relevant. Microsoft’s offering narrows the casual user gap and showcases the Store’s evolving role in Windows provisioning. If Microsoft expands catalog coverage, adds programmatic access, and integrates the feature into the Store app and its enterprise tooling, this could become a standard convenience for broader deployments. For now, it’s a well‑executed convenience feature — impressive, but not yet a complete paradigm shift.

---

Quick takeaways​

• Microsoft now offers a web‑created multi‑app installer that launches the Microsoft Store to fetch and install the selected apps.
• It’s designed for simplicity and trust; it’s best suited to consumers and casual provisioning.
• For scripted, auditable, enterprise provisioning, winget and managed Intune workflows remain superior today.
• Expect the feature to evolve; watch for expanded app coverage, Store app integration, and potential enterprise APIs.

This feature is a clear sign that Microsoft is treating the Store as more than a storefront: it’s becoming a pragmatic distribution and first‑run provisioning tool. The first iteration favors simplicity and user trust; the long game will be how Microsoft marries that convenience with the automation and governance enterprises require.

---

Source: Windows Central Microsoft takes a swing at Ninite with its own multi-app install package feature powered by the Microsoft Store

 

[ChatGPT]

Microsoft’s Microsoft Store has quietly added a feature that finally gives Windows users a one-click way to assemble and run multi-app installers — a move that brings the convenience of third‑party bundlers like Ninite into the official Store ecosystem and changes the calculus for first‑run setup and casual provisioning on Windows PCs.

Background​

For years, Windows users who rebuilt PCs, set up new machines, or provisioned multiple systems have relied on a handful of established patterns: manually visiting vendor pages and running installers, scripting with package managers like winget or Chocolatey, or using curated third‑party bundlers such as Ninite to produce a single installer that fetches and installs many applications at once. Microsoft’s Store historically sat outside these workflows: slow to open, inconsistent in coverage, and frequently ignored by power users. Recent Store redesigns and backend work, however, have steadily closed that gap — and the new multi‑app install packs are the clearest sign yet that Microsoft wants the Store to be the default, safe path for acquiring desktop software. The feature is surfaced on the Microsoft Store website as a “Multi‑app install” control that opens a curated grid of apps. Users tick the apps they want, click “Install Selected,” and the site builds a small launcher executable. When run on a Windows PC, this launcher hands off the selected list to the Microsoft Store app, which then downloads and installs each selected title automatically — freeing users from repeatedly visiting individual product pages and clicking install. That launcher is not a traditional bundled installer that contains every app; it is a handoff mechanism that orchestrates the Store to do the heavy lifting.

---

How the Multi‑App Install Packs Work​

The mechanics, in plain terms​

• The multi‑app pack is created on the Microsoft Store web catalog page (apps.microsoft.com/apppack).
• The website builds and lets you download a small executable when you click “Install Selected.” This executable does not contain full installers; it launches and instructs the Microsoft Store app to fetch the required packages.
• Running the downloaded .exe opens the Store, which proceeds to download and install the selected apps in parallel where possible, minimizing per‑app confirmation friction. BetaNews and Microsoft insiders have previously described Microsoft’s work on a lightweight, “undocked” Store installer that improves performance and supports parallel installations, and that technical approach underpins this feature.

What’s actually downloaded​

The downloaded file is a small launcher — a pointer, not a payload. That design choice has consequences:

• The network and installation sessions are performed by the Microsoft Store, which means downloads come from Microsoft’s validated channels rather than a third‑party server.
• The launcher model keeps the .exe small and avoids containing multiple full installers, reducing the risk of large single-file transfers and storage concerns on initial download.

---

What’s in the Catalog Today (and What’s Not)​

At launch the multi‑app page exposes a curated list of mainstream apps grouped by categories such as Productivity, Creativity, Social, Entertainment, Tools, and Personalization. Examples reported across hands‑on coverage and community testing include Adobe Acrobat Reader, Microsoft Teams, OneNote, ChatGPT, iCloud, Dropbox, CapCut, Canva, Photoshop, Telegram, Facebook, Instagram, and community favorites like f.lux and BreeZip. The Store’s current approach focuses on popular, well‑packaged titles that can be installed reliably through its pipeline. Important caveat: the selection is curated, not exhaustive. Reports indicate the initial set runs to a few dozen mainstream apps rather than the entire Store catalog, so many niche or specialized titles are not yet available inside multi‑app packs. That limited coverage is a deliberate trade‑off as Microsoft vets packaging and installation behavior for each title. Expect the list to expand over time, but don’t count on hitting full parity with every Store listing immediately.

---

Why This Matters — Immediate Benefits​

• Fewer clicks, less friction: For non‑technical users the experience resembles smartphone app installs: pick a set, download a single file, run it, and let the Store coordinate. That simplicity reduces the onboarding time for new devices.
• Leveraging Store vetting: Because the Store performs the installs, users benefit from Microsoft’s packaging and security checks rather than downloading raw executables from disparate sites. This reduces exposure to fake installers and supply‑chain risks in consumer setups.
• Parallel installations and speed: The undocked‑installer approach Microsoft has been experimenting with allows parallel downloads and avoids repeated prompts. That makes running a bundle much faster than sequential web installs.
• Cleaner first‑run provisioning: Enthusiasts or family support scenarios (setting up a relative’s new laptop) are much easier: the multi‑app pack becomes a shareable, repeatable artifact for standard app sets.

---

Comparison: Microsoft Multi‑App Packs vs Ninite vs winget​

How Microsoft’s approach compares​

• Microsoft multi‑app packs: Web‑generated launcher that hands off to the Store. Curated catalog, very user‑friendly GUI, limited automation features today. Best for consumer, single‑user provisioning.
• Ninite: Mature third‑party service that downloads full installers and runs them with silent options. Broad app coverage and predictable silent‑install behavior; Ninite Pro provides enterprise features. Ninite performs downloads itself and handles silent flags per app.
• winget (Windows Package Manager): Command‑line automation, manifest‑driven, supports private sources and extensive scripting. winget is ideal for enterprise automation, unattended installs, and auditable manifests. It’s the go‑to for repeatable, governed deployments.

Strengths and weaknesses (at a glance)​

• Ease of use: Microsoft multi‑app ≈ Ninite > winget (for average users).
• Transparency & auditability: winget > Ninite > Microsoft multi‑app.
• Coverage and flexibility: Ninite and winget currently outpace Microsoft in app coverage and scripting options.
• Enterprise readiness: winget + Intune remain the recommended paths for fleet management; Microsoft’s packs are currently a consumer convenience rather than an enterprise provisioning tool.

---

Security, Governance, and Enterprise Considerations​

The new multi‑app packs remove a lot of consumer‑level friction, but they also introduce new governance questions for managed environments.

• New launcher vector: The web‑generated .exe is a small new attack surface. Organizations should treat web‑generated installers like any another executable artifact and apply standard controls: AppLocker, Windows Defender Application Control, Intune policy, and careful network restrictions.
• Lack of auditability today: Unlike winget manifests (which are text, can be version‑controlled, and can point to private sources), the generated launcher is a black‑box artifact that lacks the same level of scriptable reproducibility and reviewability — a non‑starter for many regulated enterprises.
• Dependency on Store availability and sign‑in: The target device must have the Microsoft Store functional and, in many cases, a signed‑in Microsoft account. This limits usefulness in air‑gapped, headless, or locked environments.
• Silent install behavior depends on Store and app packaging: If an app requires additional confirmations or custom installation flags, the Store’s orchestration may not support silent, unattended installs the way winget or enterprise installers do.
• Enterprise alternatives remain: Microsoft Intune’s Company Portal already supports bulk app selection and parallel installs for managed apps — that remains the authoritative enterprise approach for pushing Store apps in controlled environments. Administrators should prefer Intune and winget manifests for fleet‑scale provisioning.

For these reasons, multi‑app packs should be treated as a consumer convenience: fast, friendly, and safe for personal devices, but not yet a substitute for enterprise deployment workflows and auditable automation.

---

Practical How‑To: Create and Run a Multi‑App Pack​

• Open the Microsoft Store web catalog and find the Multi‑app install page.
• Click the “Multi‑app install” button to open the curated app grid.
• Toggle or tick the apps you want included in your bundle.
• Click “Install Selected” — the site will generate and download a small launcher .exe.
• Run the downloaded .exe on the target PC. The Microsoft Store app will open and begin to download and install the selected apps automatically.

Tips:

• Make sure the target PC has the Microsoft Store installed and is signed into a Microsoft account if required.
• If you need silent, unattended installs for automation, prefer winget manifests or Intune until Microsoft exposes programmable or enterprise‑grade pack APIs.

---

Real‑World Strengths and Weaknesses: A Critical Assessment​

Notable strengths​

• Consumer UX parity: Bringing checkbox selection and one‑click installs to the Store creates a smartphone‑like first‑run experience. This reduces friction for less technical users and helps Microsoft nudge conversions to Windows 11 for users still on older releases.
• Safer default: Using the Store’s vetted channels reduces the chance of malicious installers compared with ad‑driven search results and suspicious websites.
• Integration potential: Because the Store orchestrates installs, the model positions Microsoft to eventually integrate these packs with other management tools (Intune, winget import/export) or expose programmatic APIs — if Microsoft follows that path, the feature could graduate from convenience to a managed provisioning tool.

Key weaknesses and risks​

• Limited catalog and curation friction: At launch the selection is curated. Popular apps are covered, but many useful titles are missing; this restricts the feature’s usefulness for power users and specialized workflows. Expect incremental expansion, but businesses should not rely on it today.
• Not an enterprise provisioning replacement: The handoff .exe and Store‑driven install behavior lack manifest audit trails and silent‑install guarantees, making the feature unsuitable for regulated or automated fleet deployments.
• Potential policy and supply‑chain concerns: As with any automated install mechanism, organizations must verify provenance, check licensing, and consider whether the Store’s update cadence conflicts with internal patching policies or vendor update channels.
• Dependence on Microsoft infrastructure: Multi‑app packs rely on the Store being reachable and functional. Outages, regional restrictions, or device configurations that block the Store will render the launcher ineffective. This is particularly relevant for enterprise networks that tightly filter outbound connectivity.

---

What Microsoft Should (and Probably Will) Do Next​

There is clear room to evolve the feature from a consumer convenience into a hybrid consumer/enterprise tool. Logical next steps include:

• Add the ability to create multi‑app packs inside the Microsoft Store app (not just the web UI), removing the web dependency.
• Expand the catalog and allow publishers to opt their own listings into the pack grid quickly, increasing coverage and usefulness.
• Expose programmatic pack creation or APIs so power users and admins can produce packs via scripts or pipelines — and provide signed, auditable manifest representations (JSON or YAML) to enable review and VCS‑backed workflows.
• Integrate pack creation and deployment with Intune and winget, enabling enterprise guardrails, private sources, and signed packs for controlled distribution.

If Microsoft pursues these avenues, the Store could become a centrally managed provisioning channel that bridges ease of use and enterprise governance.

---

Cross‑Reference Verification and Unverifiable Claims​

Multiple independent hands‑on reports and technical writeups confirm the core behavior: the Store web page generates a small launcher executable that instructs the Microsoft Store app to fetch and install the selected apps, and the initial catalog is curated and limited to a subset of popular titles. These observations are reported consistently by Windows Central and corroborated by community testing and internal forum analysis. A frequently repeated numeric claim in early coverage suggests the list included roughly dozens of apps at launch (some reports quoted a figure around the high‑40s). That specific count appears to be an estimate pulled from early testing and regionally variable rollouts, and it may change as Microsoft expands the offering — treat that number as provisional until Microsoft publishes an official count. Where the exact size of the catalog matters, verify directly on the Store’s multi‑app page in your region.

---

Final Verdict: Practical Guidance for Windows Users and IT Pros​

• For casual users, enthusiasts, and household provisioning: this feature is a net win. It reduces setup time and improves safety by leveraging the Store’s vetting. Use it to quickly restore a “personal app set” on new or freshly imaged machines.
• For SMBs without sophisticated device management: the multi‑app packs can be a fast stopgap to equip a handful of machines, but teams should prefer winget scripts or Intune for repeatable, auditable deployments.
• For enterprise and regulated environments: continue to rely on Intune, winget with private manifests, and established deployment tools. Treat multi‑app packs as a consumer convenience rather than a sanctioned provisioning pipeline until Microsoft supplies enterprise APIs and signed manifest audit trails.

Microsoft’s move closes a long‑standing UX gap in Windows provisioning and demonstrates how the Store — once an afterthought to many power users — can deliver concrete utility. The feature is not yet a knockout to Ninite or a replacement for winget in enterprise workflows, but it is a pragmatic and well‑executed first step that reduces friction for the majority of everyday users. Over time, with broader catalog coverage and stronger enterprise integration, multi‑app packs could become a staple of how people set up Windows machines.
The immediate takeaway: try it for personal setups, evaluate it for small teams, and keep an eye on Microsoft’s next steps if you manage fleets — because a convenience that starts in the consumer channel often migrates to enterprise tooling if it proves reliable and scalable.

---

Source: PCMag UK Microsoft Store Offers Multi-App Install Bundles to Speed Up Windows Setup