Microsoft has begun testing a new “My apps” tab inside the Xbox app for Windows 11 that lets Xbox Insiders install, launch and — in some cases — download third‑party apps and rival storefronts from a single, controller‑friendly launcher designed especially for handheld Windows gaming devices. (news.xbox.com)
Microsoft has been steadily repositioning the Xbox app on Windows from a Game Pass storefront into a centralized hub for PC gaming, and the “My apps” experiment is the clearest signal yet of that intent. Over the past year the company added an aggregated game library, play‑history tiles that follow you across devices, and a full‑screen, controller‑first Xbox shell tuned for small displays. “My apps” extends this unification by surfacing the apps and storefronts that gamers actually use alongside their games, reducing the friction of switching to the Windows desktop. (blogs.windows.com, thurrott.com)
The feature is currently live only for Xbox Insiders enrolled in the PC Gaming Preview on Windows 11, and Microsoft describes the rollout as iterative: a curated list at first, with planned expansion over time. That staged approach is standard for Xbox preview features and is intended to capture feedback and telemetry before a broader public release. (news.xbox.com, thurrott.com)
For gamers, the benefit is simpler navigation and faster play sessions; for partners, it’s a compatibility and policy exercise — vendors must decide how tightly to integrate their clients and what data they will share to enable a seamless experience.
For enthusiasts and early adopters the message is straightforward: opt into the Insider preview if you want to try it today, but treat it as experimental and file feedback through the Insider Hub when you encounter problems. For everyone else, the feature is worth watching — it could make Windows handheld gaming feel significantly more cohesive, but it will only reach its potential if Microsoft publishes clear technical guarantees, robust security controls and wide partner support. (news.xbox.com, blogs.windows.com)
Source: KitGuru Xbox Insiders get upgraded Xbox App with support for third-party apps - KitGuru
Background / Overview
Microsoft has been steadily repositioning the Xbox app on Windows from a Game Pass storefront into a centralized hub for PC gaming, and the “My apps” experiment is the clearest signal yet of that intent. Over the past year the company added an aggregated game library, play‑history tiles that follow you across devices, and a full‑screen, controller‑first Xbox shell tuned for small displays. “My apps” extends this unification by surfacing the apps and storefronts that gamers actually use alongside their games, reducing the friction of switching to the Windows desktop. (blogs.windows.com, thurrott.com)The feature is currently live only for Xbox Insiders enrolled in the PC Gaming Preview on Windows 11, and Microsoft describes the rollout as iterative: a curated list at first, with planned expansion over time. That staged approach is standard for Xbox preview features and is intended to capture feedback and telemetry before a broader public release. (news.xbox.com, thurrott.com)
What “My apps” actually is
A single hub for launchers, browsers and utilities
At its core, My apps is a new tab in the Xbox app’s Library that lists commonly used third‑party applications and storefronts — examples seen in early Insider builds include web browsers and store clients such as Battle.net and GOG Galaxy, with other popular launchers expected to be added later. When the Xbox app detects an app is already installed it acts as a direct launcher; when the app is missing it can attempt to download and install it from within the Xbox UI. Early testers have reported both successful launches and failed install attempts, which Microsoft attributes to the preview state. (news.xbox.com, theverge.com, thurrott.com)Not a replacement for existing stores — a convenience layer
Crucially, this is not an attempt to subsume other storefronts: Steam, Epic, GOG, and vendor stores retain their own purchase, account and update flows. My apps is an aggregator and convenience launcher rather than a new gatekeeper for purchases. It aims to shorten the path between “I want to play” and actually launching a game, particularly when using a controller or on small screens where mouse-and-keyboard navigation is awkward. (thurrott.com, pcguide.com)How it behaves on handhelds and controller‑first screens
Full‑screen, controller‑friendly design
Microsoft explicitly frames the feature as a usability improvement for handheld Windows devices like the ROG Ally and similar upcoming devices. In the Xbox full‑screen experience, My apps tiles are sized and spaced for controller navigation, and the environment is tuned to minimize background activity so the device remains responsive while gaming. That controller‑first focus is intended to make switching between launchers and utilities as seamless as console-style navigation. (news.xbox.com, blogs.windows.com)Reduced context switching
On a couch or during portable sessions, leaving the Xbox shell to use the desktop is a friction point: unlock, find an icon, sign in to another launcher, wait for an update, then finally launch the game. My apps reduces those context switches by letting players open the tools they need without hitting the Windows desktop. Early hands‑on reports show that installed apps launch immediately from the Xbox UI, while the install‑from‑Xbox path is promising but inconsistent in beta. (theverge.com, thurrott.com)Availability, onboarding and what Insiders see today
Who can try it now
The feature is available to Xbox Insiders in the PC Gaming Preview on Windows 11. Insiders must enroll through the Xbox Insider Hub and update the Xbox app to the preview build that contains the new Library tab. Microsoft’s blog and the Windows Experience team outline the staged rollout and note the initial catalog is curated, expanding over time. (news.xbox.com, blogs.windows.com)What the UI shows
- A new My apps tab inside Library alongside Installed and Owned lists.
- Curated tiles for supported apps and storefronts; examples observed in early tests include Battle.net, GOG Galaxy, and web browsers.
- Tile behavior: Select an installed app to launch; select an uninstalled app to trigger a “Get/Download/Install” flow handled by the Xbox UI when possible. (thurrott.com, theverge.com)
Typical first‑run walkthrough (Insider flow)
- Install the Xbox Insider Hub from the Microsoft Store and enroll in the PC Gaming Preview.
- Update the Xbox app via Microsoft Store > Library or check About in the Xbox app to confirm the preview build.
- Open the Xbox app, go to Library and look for the My apps tab.
- Browse the curated list, install or open apps, and sign into any storefront clients you need. (news.xbox.com)
Benefits and strengths
- One‑stop launcher: Aggregates the tools gamers need into the Xbox UI, reducing desktop hunting and speeding up play sessions. This is especially useful for couch and handheld workflows. (blogs.windows.com)
- Controller‑first ergonomics: Tiles and navigation are tuned for controller input and small screens, which addresses a major pain point on current Windows handhelds. (news.xbox.com, thurrott.com)
- Supports multi‑store libraries: When combined with Xbox’s aggregated game library, My apps helps present a unified view of games and the clients needed to run them — a usability win for users with games across Steam, Battle.net, Epic, and others. (tomshardware.com, pcguide.com)
- Friction reduction: For players who dislike keyboard‑and‑mouse desktop navigation, being able to download or launch a launcher from the Xbox shell is a clear time saver. Early hands‑on testing shows the pattern working for installed apps and sometimes for installs, indicating the concept is valid. (theverge.com, thurrott.com)
Risks, technical caveats and policy considerations
Reliability and preview‑stage bugs
The most immediate risk is simply that the feature is a work in progress. Early Insider reports show successful launches of installed apps but also install failures (for example, some reporters saw GOG Galaxy installs fail inside the Xbox flow). Users should expect bugs and inconsistent behavior until the feature exits preview. Microsoft has characterized these issues as expected during testing. (theverge.com, thurrott.com)Installer trust, permissions and security surface
Allowing a single UI to trigger downloads and run installers raises questions about installer sources, code signing, elevation prompts and user consent. Key security considerations:- Will the Xbox UI always surface the standard Windows UAC and installer dialogs, or will it attempt silent installs when possible?
- How will Microsoft vet the installer packages it offers from third‑party vendors?
- Could a compromised download source in a partner store be abused through an in‑app install flow?
Anti‑cheat, DRM and compatibility
Aggregating games and launching third‑party clients does not eliminate the underlying technical constraints that block local installs or multiplayer play: anti‑cheat drivers, DRM, and architecture compatibility (especially on Arm hardware) still govern what can run locally. Microsoft has been working on Arm emulation and compatibility layers in parallel, but those are separate engineering efforts; My apps won’t magically solve anti‑cheat or DRM limitations. Expect individual games and vendors to remain the final authority on whether titles will run locally or require cloud streaming. (tomshardware.com, pcguide.com)Platform and vendor cooperation
Bringing other stores’ clients into a central UI depends on cooperation from those vendors. Some companies may welcome easier access to players; others may be wary of perceived favoritism, telemetry, or integration complexity. Historically, cross‑store integrations require careful negotiation around account flows, update behavior and support liability. The rollout’s curated list indicates Microsoft is starting with cooperative partners and plans to expand only as those technical and policy details are resolved. (tomshardware.com, tech.yahoo.com)Privacy and telemetry
Any aggregator that lists and communicates with multiple launchers needs clear privacy controls: what metadata is shared back to Microsoft about installed clients, when is user consent requested, and how long is telemetry retained? Microsoft’s preview messaging has not yet published granular retention or telemetry controls for My apps, and privacy‑conscious users should demand clear opt‑outs and documentation before a full rollout. (blogs.windows.com)Technical notes and what’s already verified
- The Xbox team says My apps will launch installed apps directly and will attempt to download/install supported apps if they aren’t present; hands‑on reporting confirms both behaviors in the preview — sometimes successfully, sometimes not. (news.xbox.com, theverge.com)
- The feature is optimized for Windows 11 handhelds and the Xbox full‑screen experience, with efforts to minimize background tasks while navigating or playing. That optimization is explicitly mentioned by Microsoft and visible in early Insider documentation. (news.xbox.com, blogs.windows.com)
- The initial rollout is curated — not every launcher appears at once; Microsoft expects to expand the catalog over time as stability and partner integration improve. This staged strategy is confirmed in Xbox Wire and related Windows blog posts. (news.xbox.com, blogs.windows.com)
- Exact list of vendors and a timeline for when specific launchers (Steam, Epic, Ubisoft Connect, etc.) will be available inside My apps is not fixed in public documentation; multiple outlets report different early examples and testers saw slightly different catalogs. Treat specific app lists as subject to change during the preview. (theverge.com, thurrott.com)
- How install flows behave across every installer type (MSIX, EXE, MSI, third‑party updaters) isn’t fully documented; testers have reported both embedded store flows and external installer triggers. Assume variable behavior until Microsoft publishes a compatibility guide. (theverge.com, thurrott.com)
Practical guide for enthusiasts and handheld owners
If you want to test My apps as an Insider, follow these practical steps (condensed and verified against Microsoft’s preview guidance):- Install the Xbox Insider Hub from the Microsoft Store and sign in with your Microsoft account. (news.xbox.com)
- Enroll in the PC Gaming Preview (or the appropriate Xbox app preview flight) inside the Insider Hub. (news.xbox.com)
- Update the Xbox app via the Microsoft Store (Library > Get updates) or check About in the Xbox app to confirm the preview build. (blogs.windows.com)
- Open the Xbox app, navigate to Library → My apps, and browse the curated catalog. Install or sign into the clients you need. (news.xbox.com)
- Keep third‑party launchers updated before trying to open them from the Xbox app to reduce login and update prompts. (thurrott.com)
- If an in‑Xbox install fails, check the Microsoft Store for dependencies or retry the vendor’s official installer. Report failures via the Xbox Insider Hub’s feedback channels. (theverge.com)
- On handhelds, set a sensible power/performance profile and disable auto‑start for launchers you don’t use often to keep background load low.
Strategic implications: why this matters
For Microsoft, My apps is a strategic step toward making the Xbox app the default hub for PC gaming on Windows. If the feature matures, it could reduce the friction that historically has made Windows handhelds feel clumsy compared with console experiences. For OEMs building handhelds (Asus ROG Ally, Lenovo, MSI, AYANEO, OneXPlayer, etc.), a polished Xbox shell that handles both games and the launchers required to run them makes Windows a stronger contender against Linux‑first alternatives like SteamOS. (pcguide.com, theverge.com)For gamers, the benefit is simpler navigation and faster play sessions; for partners, it’s a compatibility and policy exercise — vendors must decide how tightly to integrate their clients and what data they will share to enable a seamless experience.
What to watch next
- Broader catalog expansion: Will Steam, Epic and other major launchers appear as first‑class entries, and on what timeline? Early coverage suggests Microsoft intends to grow the list, but no firm dates are public. (thurrott.com, pcguide.com)
- Installer behavior and security documentation: Microsoft should publish explicit guidance about how in‑Xbox installs are validated, how UAC is handled, and how the platform protects users during third‑party installs. Until then, users should treat the flow as experimental. (news.xbox.com, theverge.com)
- Anti‑cheat and multiplayer readiness: Watch for independent testing that verifies whether locally installed titles launched via My apps run cleanly with anti‑cheat systems on handheld hardware. (tomshardware.com)
- Privacy and telemetry policies: Expect community scrutiny of what metadata My apps collects about installed clients and how long telemetry is retained. Microsoft’s preview posts flag the need for feedback, but details remain sparse. (blogs.windows.com)
Final assessment
The “My apps” tab is a smart, pragmatic addition to the Xbox app ecosystem: it targets a clear pain point, aligns tightly with Microsoft’s multi‑device vision for Xbox on Windows, and should materially improve the user experience on handheld Windows gaming PCs if Microsoft addresses the technical and policy hurdles. Early hands‑on reports show the core concept works: installed clients launch directly, and the Xbox UI can at least attempt installs — but the feature is still a preview with inconsistent behavior and missing documentation around security, privacy and installer mechanics. (theverge.com, thurrott.com)For enthusiasts and early adopters the message is straightforward: opt into the Insider preview if you want to try it today, but treat it as experimental and file feedback through the Insider Hub when you encounter problems. For everyone else, the feature is worth watching — it could make Windows handheld gaming feel significantly more cohesive, but it will only reach its potential if Microsoft publishes clear technical guarantees, robust security controls and wide partner support. (news.xbox.com, blogs.windows.com)
Source: KitGuru Xbox Insiders get upgraded Xbox App with support for third-party apps - KitGuru
