Xbox App on Windows 11 Adds My Apps Tab to Launch Third-Party Apps

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 aimed at making the Xbox app the central hub for PC gaming on Windows. rview
Microsoft has been steadily repositioning the Xbox app on Windows 11 from a Game Pass storefront into a broader gaming hub that aggregates libraries, surfaces play history, and supports a full‑screen, controller‑first experience for handheld Windows devices. Over the past year this strategy has included an aggregated game library that can show titles from Steam, Battle.net and other launchers, plus UX modes tailored for small, controller‑driven screens. The new “My apps” addition is the logical next step: bring the launchers and utilities themselves into the Xbox interface so users can move from “open Xbox” to “play” with fewer context switches.
The feature is cur ows 11 as part of the PC Gaming Preview program and is being shipped as an experimental tab inside the Xbox app Library. Microsoft describes the rollout as iterative and curated at first, with support for more apps planned over time.

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What “My apps” actually is​

A curated launcher in​

At its core, My apps adds a new tab in the Xbox app’s Library that displays a curated catalogue of third‑party apps gamers commonly use: web browsers, game utilities and competitor storefront clients. Early Insider builds have shown entries for apps such as Microsoft Edge, Battle.net and GOG Galaxy, among others. When the Xbox app detects an app is already installed it acts as a direct launcher; when an app is missing it attempts to handle the download and installation from within the Xbox UI.
This is not a wholesale attempt to become a new universal app store. The intent, treduced friction: make it easier to locate and launch the tools you need while staying in the Xbox environment — particularly on handhelds where switching to the desktop with a controller is clumsy. The purchase, account and update flows for other stores remain their own responsibility.

How it behaves on handhelds and full‑screen mode​

A major motivation for the feature is handheld ergonomics. In full‑sndows 11 handheld PCs, the UI is controller‑first: tiles are sized and spaced for thumb navigation, background tasks are deprioritized to preserve responsiveness, and direct launching avoids repeated returns to the Windows desktop. That makes the experience more console‑like on devices such as the ASUS ROG Ally and other upcoming Windows handhelds.

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Early behaviour, limits and reliability (what testers are seeing)​

Initial Insider reports show mixed but promising behavior:

• Installech directly and immediately from the Xbox UI.
• For apps not present, the Xbox app can present a “Get / Download / Install” path, but install flows are inconsistent in early builds and some attempts have failed (reports of GOG Galaxy failing to install appear in early tests).
• The experience is deliberately curated and incremental; Microsoft will expand supported apps and smooth the installer flows over time.

These behaviours underline her than a replacement for existing desktop management. Expect the installation experience to improve, but also expect edge cases: packagerappers, custom launchers and admin/UAC differences can all cause hiccups in a preview.

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Why this matters: benefits for PC and handheld gamers​

Consolidating launchers and utilities inside the Xbox app yields several real, practical benefits:

• Reduced context switching — On a couch or during portable plock Windows, hunt for a launcher, sign in and wait for updates before playing. My apps shortens that to “open Xbox → pick launcher → play.”
• Controller‑first navigation — The Xbox full‑screen shell is tuned for gamepad use; having launchers accessible there eliminates awkward mouse-and-cursor interactions on small screens.
• Unified ecosystem experience — When combined with an ag and play‑history tiles, My apps helps present a single surface for games and the clients required to run them. That’s a notable usability win for players with titles spread across Steam, Epid more.
• Faster pickup for handheld sessions — Battery and thermal constraints on handhelds mean every second counts; fewer context switches reduce wasted time and transient background activity.

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Technical and security considerations (risks and caveats)​

While the feature has clear upsidhnical and policy vectors that deserve attention.

Installation flows, permissions and UAC​

If the Xbox app is going to download and install third‑party Win32 clients, the Microsoft‑impleme Windows Installer sequences, require elevated permissions where appropriate, and respect the user’s choice of install paths and system policies. Early reports show inconsistent installs, which likely stem from varied installer types (MSI, EXE, custom wrappers) and UAC interactions. Until Microsoft broadens compatibility and hardens the flows, installers may fail or require manual intervention.

Anti‑cheat, drivers and kernel components​

Many PC games rely on kernel‑level anti‑cheat drivers and low‑level middleware that are historically sensitive to architecture and driver signatures. Aggregating launchers inside a new shell doesn’t solve driver compatibility; titles that require native kernel drivers or special platform unavailable or require publisher updates. Expect some titles to behave differently on Arm vs x64, and for anti‑cheat vendors to remain a gating factor for full compatibility.

Privacy and telemetry​

Any system that enumerates installed apps, surfaces play history, and initiates downloads raises privacy and telemetry questions. Microsoft has previously surfaced cross‑device play history tiles and sync features; specific retention windows, opt‑out mechanisms and data‑sharing policies should be clarified by the company as My der previews. Until those details are public, privacy‑conscious users should treat cross‑device telemetry with caution.

Vendor relationships and anti‑competitive concerns​

By centralizing launcher discovery and installs in the Xbox app, Microsoft gains a UX advantage. That advantage is not the same as a marketplace chokehold — other storefronts retain purchase and update control — but it does change discoverability dynamics. Competitors and regulators will watch whether Microsoft’s curatioartners or how neutral the listing and install flows are. For now, Microsoft frames My apps as a convenience layer not a gatekeeper, but the feature does increase Xbox app centrality on Windows.

Complexity of supporting the Windows ecosystem​

Windows apps arrive via many channels: Microsoft Store UWP/WinRT packages, MSIX, traditional Win32 installers and developer self‑hosted packages. Harmonizing install flows across those formats is hard. The early-beta inconsistencies are expected and will require significant backend work to support broad compatibility and error recovery for a widearty clients.

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What the early Insider rollout looks like (how to try it, troubleshooting notes)​

For those comfortable with preview software, the current path to try My apps is familiar:

• Install the Xbox Insider Hub from the Microsoft Store and enroll in the PC Gaming Preview.
• Update the Xbox app to the Insider preview build that contains the Library My apps tab.
• Open the Xbox app and navigate to Library → ll‑screen Xbox shell on your handheld and go to Library → My apps).

If the tab is missing after joining the Preview, common troubleshooting steps include updating the Microsoft Store and Gaming Services, confirming the Xbox app build is the preview version, and rebooting. Expect early preview instability: failed installs, missing tiles, or UI polish gaps are normal at this stage.

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Practical recommendations for users and administrators​

• For everyday users: If you rely on a stable environment and ls, avoid the Insider channel for mission‑critical machines. Use My apps in a controlled test environment or on a secondary handheld until the feature matures.
• For enthusiasts and handheld owners: Join the Xbox Insider program if you want to shape the feature and don’t mind debugging occasional fails. Sign in to fter installation to smooth future “open and play” flows.
• For IT admins: Treat My apps like any other system-level UX change — verify how installs behave under Group Policy, UAC restrictions and enterprise packaging policies. Document recovery steps for broken install paths and consider blocking preview bu.

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Strategic implications: competition, discoverability, and the shape of PC gaming​

Microsoft’s push is a clear product strategy: make the Xbox app the home base for gaming on Windows. That has several downstream implications.es: My apps increases the visibility of other launchers inside the Xbox ecosystem. That could boost user convenience — and potentially traffic — for those stores without replacing them. It’s a UX play more than a commercial takeover.

• For platform cohesion: Aggregated libra integrated launchers make switching between console, cloud and PC more seamless. That cohesion is attractive to multi‑device players and could shift player habits toward the Xbox app as the primary surface for gaming activity.
• For Microsoft’s ecosystem power: The more tasks users can complete inside the Xbox app, the more central that app becomes. Centrality yields control over discovery and experience — a powerful position if managed openly, and potentially controversial if it bec---

What to watch next (roadmap signals and likely future changes)​

Watch for the following indicators that My apps is moving from preview to widespread availability:

• Expansion of the curated catalogue beyond the initial set of clients to include more mainstream launchers and utilitiestabilization of the install‑from‑Xbox flow across installer types.
• Clear, public documentation on privacy, telemetry retention and opt‑out controls for cross‑device activity sharing.
• Developer guidance for packaging or metadata that eases Xbox app detection and install.

If ough, expect small but steady releases that broaden app compatibility and smooth edge cases before a general consumer roll‑out.

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A measured assessment: strengths, opportunities and real risks​

Strengths

• Practical UX gain: For handheld and controller‑first users this is an immediate quality‑of‑life improvement. The feature reduces friction for launching games and utilities and complements the aggregated library work already in the Xbox app.
• Ecosystem unification: My apps ties together multiple existing investments — library aggregation, play history and full‑scrent surface that can make Windows PC gaming feel less fragmented.
• Incremental rollout: Microsoft’s staged Insider approach reduces the blast radius of early instability and allows telemetry‑driven improvements.

Risks and concerns

• Installer complexity and reliability: Handling the variety of installer types and permission models on Windows is hard; early bugs demonstrate that. Expect more edge cases as the catalog grows.
• Privacy/telemetry ambiguity: Cross‑de app enumeration must be accompanied by clear retention and opt‑out policies; otherwise privacy‑conscious users and enterprise customers will balk.
• Market dynamics: Centralizing discoverability inside a first‑pimate market and competition questions. The distinction between convenience and gatekeeping will be scrutinized as the feature scales.

Where strengthsis where Microsoft must be transparent: clearly explain what data is shared, how installs are authorized, and how partner launchers are listed and updated.

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Conclusion​

The Xbox app’s new My apps tab is a pragmatire that addresses a longstanding friction point in Windows gaming: too many launchers, and too many context switches — especially on handhelds and controller‑first devices. Early Insider tests already demonstrate nstalled apps launch smoothly from the Xbox interface, and the promise of one‑click installs is compelling, even if early builds are buggy.
That promise comes with measurable engineering and policy work ahead. Microsoft witaller flows across diverse Windows packaging formats, clearly articulate privacy controls, and manage the competitive optics of increased Xbox app centrality. If the company navigates those risks transparently and iteratively, My apps could become a clear win for handheld gamers and anyone who wants the Xbox app to be the true home of PC gaming on Windows.
For now, the feature is an Insider‑only experiment worth watching: a smart UX move with nontrivial engineering and policy hurdles. The shape of PC gaming on Windows is quietly shifting toward a single, unified surface — and My apps is one of the first visible signs of that transition.

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Source: KitGuru Xbox Insiders get upgraded Xbox App with support for third-party apps - KitGuru