Xbox PC App Debuts 'My apps' Tab to Launch Third-Party Apps on Handheld Windows

Microsoft has begun testing a new “My apps” tab inside the Xbox PC app for Windows 11 that lets players locate, download, and launch third‑party applications — from browsers and gaming utilities to rival storefronts — without leaving the Xbox experience, a move aimed squarely at improving usability on handheld Windows gaming PCs. (news.xbox.com, theverge.com)

Background​

Microsoft’s long‑running effort to make the Xbox app the central hub for PC gaming has accelerated over the past year. The company has been building an aggregated gaming library that surfaces titles from Xbox, Game Pass, and other storefronts in a single place, and it is pairing that effort with a set of handheld‑focused features that aim to streamline the Windows experience on small screens. The new My apps test is positioned as the next phase of that strategy: consolidating the apps PC gamers commonly use and reducing the friction of switching back to the Windows desktop.
Microsoft is initially rolling the feature out to Xbox Insiders enrolled in the PC Gaming Preview, and company messaging describes the launch as iterative — a tailored selection of apps will be supported at first, with broader compatibility coming over time. Devin Dhaliwal, product manager for Xbox experiences, framed My apps as “a new tab within the Xbox PC app’s library that allows players to locate, view, and download third‑party applications and most commonly used storefronts.”

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What “My apps” does (and what testers have seen)​

Early testers and press who gained access to the Insider preview report the new tab lists popular clients such as Battle.net, Google Chrome, and GOG Galaxy. When an app is already installed, the Xbox app simply launches it; for apps not present on the system, the Xbox UI attempts to download and install them from within the app itself. One tester noted that GOG Galaxy failed to install in their session, which underscores the early, beta nature of the experience. Microsoft describes those kinds of issues as expected during preview testing and says support will expand over time. (theverge.com, news.xbox.com)
Key observable behaviors reported in early testing:

• The Xbox UI shows a curated list of gaming‑relevant apps and storefronts.
• Installed apps are launched directly from the Xbox UI.
• When an app is not installed, the Xbox app initiates a download / install flow purportedly within its interface.
• Installation flows currently appear inconsistent; testers encountered at least one failed install (GOG Galaxy) in the earliest builds. (theverge.com, news.xbox.com)

Why Microsoft says this matters for handhelds​

The feature is explicitly pitched for handheld Windows machines like the ROG Xbox Ally and other small‑screen devices where swapping to a desktop is inconvenient. Microsoft’s handheld initiative also includes a Handheld Compatibility Program and tweaks to the Xbox full‑screen experience that reduce background activity and defer non‑essential tasks to prioritize game performance. The company plans to surface “Handheld Optimized” badges and a Windows Performance Fit indicator to help players know what will run well on their device. (developer.microsoft.com, windowscentral.com)

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How this fits into Microsoft’s broader PC gaming strategy​

This is not an isolated change — it connects to multiple interlocking moves:

• The aggregated gaming library unifies games from multiple storefronts into a single library view so players don’t have to hunt across Steam, Battle.net, Ubisoft Connect, and others.
• Microsoft has updated the Windows / Microsoft Store policy to permit standalone storefronts on PC, which laid regulatory and policy groundwork for hosting or surfacing alternative stores. That policy framework and public commitments to openness make a feature like My apps a logical extension of Microsoft’s stated direction. (learn.microsoft.com, blogs.microsoft.com)
• The company is polishing a simplified Xbox full‑screen UI and handheld experience that attempts to hide the complexity of Windows while preserving access to multiple game sources. Early reporting indicates Microsoft is optimizing the Xbox full‑screen experience to reduce background memory use and streamline navigation on handheld screens. (theverge.com, developer.microsoft.com)

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What works — immediate benefits​

The potential upside is straightforward and tangible for many PC gamers, especially those using handheld devices:

• Centralized access: A single place to see and launch the apps and storefronts you rely on reduces context‑switching.
• Handheld ergonomics: On 7–8 inch screens where the Windows shell is cramped, a controller‑navigable launcher reduces the need to use touch or mouse/keyboard.
• Quicker installs (in theory): Surfacing installers and storefronts directly in the Xbox app should shorten the path from discovery to play.
• Cross‑store visibility: Smaller stores or utilities that might be buried elsewhere get surface area in a widely used hub, which could help discovery for both games and services.
• Better‑informed purchases on handhelds: The Handheld Compatibility Program aims to tell players whether a game is optimized for small screens and what framerate they can expect, which helps set expectations before installing or buying.

These are practical, user‑facing wins that align with the stated goal of making Xbox on PC the home for managing and launching games, regardless of the storefront that sold them.

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What’s still unknown (and why that matters)​

The public materials and early testing leaves several important technical and policy details unconfirmed:

• Where do installers come from? It is not yet clear whether the Xbox app proxies downloads from the original publisher servers, redirects to vendor installers, or uses the Microsoft Store distribution channels when available. The difference affects trust models, update paths, and whether installs are subject to the Microsoft Store’s certification and security vetting. This detail has not been fully documented in the public preview notes. (news.xbox.com, theverge.com)
• How are updates handled? If the Xbox app installs third‑party clients, will it also manage subsequent updates, or will updates revert to the app’s native auto‑updater? Mixed update channels can increase fragmentation and lead to inconsistent behavior on handhelds.
• Security model and permissions: The Xbox app’s installer flows may trigger UAC (User Account Control) elevation or require admin rights. How those prompts are presented inside a full‑screen Xbox environment — and how the app verifies installer integrity — has not been fully described.
• Certification and storefront policy for listed apps: Microsoft’s Store policies allow standalone storefronts on PC under specific rules, but it is unclear whether the Xbox app’s curated list enforces the same content and safety checks or applies its own criteria.

Because Microsoft has positioned this as an Insider preview, these are the kinds of implementation details likely to evolve — but they are also precisely the questions that affect security, privacy, and long‑term reliability.

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Risks, edge cases, and compatibility concerns​

A feature that launches and installs third‑party software from within a gaming overlay raises real technical and safety considerations.

• Installer failures and partial installs. Early reports include at least one failed install (GOG Galaxy), which highlights how installers that assume a desktop environment can break inside a curated, full‑screen flow. Broken installs can leave behind partially written data or orphaned registry entries that complicate troubleshooting.
• Conflicting update mechanisms. If the Xbox app performs an initial install but the client’s native updater is later used by the software vendor, users may see duplicated update flows or mismatched expectations about available versions.
• Permission and elevation friction. Many installers require admin rights for kernel‑level components, drivers, or shared libraries. The Xbox full‑screen experience needs to surface those UAC prompts clearly on handhelds; otherwise installs may stall or fail silently.
• Security and code signing. Users expect installers launched from a trusted hub to be signed and verified. Microsoft will need to be transparent about how it validates binaries and what signature requirements it enforces for apps surfaced in My apps.
• Telemetry and privacy. Surfacing third‑party apps in a Microsoft UI may involve telemetry about which apps users view or install. Microsoft will need to explain what is collected and how it’s used to avoid undermining trust.
• App conflicts and platform assumptions. Some PC launchers and utilities assume persistent background services or interact with other system components in ways that conflict with a lightweight handheld profile. The Handheld Compatibility Program addresses games, but many apps have different compatibility needs.
• Regulatory and competition optics. Surface inclusion decisions — which storefronts are shown and how prominently — can have competitive implications. Microsoft’s prior policy moves and public commitments to openness reduce the legal risk, but optics and developer relations will still matter. (blogs.microsoft.com, blogs.windows.com)

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Market and platform implications​

Allowing rival storefronts and third‑party apps to be installed and launched from an Xbox‑branded hub is significant for several reasons:

• Competition and discovery. Smaller storefronts and launchers gain discovery on an Xbox‑branded, widely distributed client. That could help competitors like GOG or Epic reach Xbox‑centric users without requiring those users to switch to a desktop environment.
• Developer relations. Developers who publish outside the Microsoft Store have historically worried about discoverability. A central hub that surfaces installed storefronts and launchers can act as a discovery channel for non‑Store publishers.
• Policy consistency. Microsoft’s Store policy has already been updated to permit standalone storefronts on PC, and company guidelines have publicly committed to more open app store principles — the My apps capability is an application of those broader policy shifts. (learn.microsoft.com, blogs.microsoft.com)
• Strategic positioning. The move re‑positions the Xbox app from a Game Pass front end to a more comprehensive PC gaming shell, potentially increasing Microsoft’s reach across Windows gaming hardware and making the Xbox experience a default entry point for many players on handheld devices.

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How Microsoft could (and should) make this safer and more reliable​

To maximize the benefits and minimize the risks, Microsoft should consider the following implementation principles and developer commitments:

• Enforce or publish clear code‑signing and integrity checks for any installer the Xbox app downloads or relays.
• Document the download sources and mirror mechanisms (publisher servers vs. Microsoft Store packages) so security reviewers and IT admins understand the supply chain.
• Make UAC prompts and any required admin elevation transparent and controller‑navigable in a full‑screen environment.
• Publish a compatibility checklist for apps that want to be listed in My apps, including background service behavior, install paths, and update semantics.
• Provide a recovery or repair flow for failed installs initiated within the Xbox UI to remove partially written data and registry artifacts.
• Publish a privacy whitepaper that explains what telemetry is collected when users view, download, or launch third‑party apps from the Xbox client.

These steps would reduce friction for developers and improve confidence for end users, especially in enterprise or parental control contexts where unattended installs from within a full‑screen gaming UI would otherwise be concerning.

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Practical guidance for users and Insiders​

For readers who want to try My apps in the early preview and manage risk responsibly:

• Join the Xbox Insider program and enroll in the PC Gaming Preview to get access to the My apps preview.
• Back up key data — especially user profiles and game saves — before initiating installs from within the Xbox UI.
• Watch for UAC prompts and read installer dialogs carefully; do not approve elevation requests unless you recognize the signer and purpose.
• Prefer official publisher installers when possible; if an install fails, download the vendor’s offline installer directly and compare checksums if available.
• Keep device drivers and Windows up to date, and ensure antivirus products are configured to avoid blocking legitimate installers.
• Report crashes and failed installs through the Xbox Insider feedback channels so Microsoft and partners can progressively harden the flows.

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What to watch next​

Over the next weeks and months, the following developments will be key indicators of how the feature evolves:

• Expansion of supported apps. Microsoft has said it will expand the set of apps shown in the preview; the breadth and depth of that list will indicate whether the company intends broad third‑party distribution or a carefully curated subset.
• Documentation of installer/source handling. Confirming whether downloads are proxied, mirrored, or redirected to vendor servers will clarify the security model.
• Robustness of install and update flows. Fewer failed installs and clearer recovery tools would signal a production‑ready approach.
• Developer onboarding experience. If Microsoft publishes an easy way for third‑party stores and launchers to become listed, adoption will accelerate; conversely, restrictive criteria could limit the feature’s utility.
• User feedback from handheld owners. Experience on devices like the ROG Xbox Ally will be a practical test — whether the UI is truly controller‑navigable and whether installs and game launches behave reliably in the full‑screen environment. (windowscentral.com, theverge.com)

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Conclusion​

The Xbox app’s My apps test is a pragmatic and potentially welcome step toward a more integrated PC gaming hub on Windows 11, especially for handheld devices where shifting to the desktop is cumbersome. By surfacing commonly used browsers, storefronts, and launchers in a single place, Microsoft is extending its aggregated library vision and making the Xbox experience a more complete portal for PC players.
At the same time, the feature exposes technical, security, and policy questions that must be answered before a broad rollout. The earliest Insider builds already show the value proposition, but also underscore the fragility of installer flows designed around desktop assumptions. Microsoft’s next moves — specifically how it documents installer sources, updates, and verification, and how it mitigates failed installs and elevation friction — will determine whether My apps becomes a trusted, reliable part of the PC gaming ecosystem or another partial overlay that adds complexity rather than reducing it. (theverge.com, learn.microsoft.com)
For now, players and developers should treat My apps as a promising, but still experimental, component of Microsoft’s broader push to make Xbox the home for PC gaming; it has the right intent and early momentum, but the execution details will decide whether it changes how PC gamers discover, install, and launch software — or simply adds one more place to check when something breaks.

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Source: Dataconomy Xbox app on Windows 11 tests “my apps” feature