Xbox PC App's My Apps Tab Unifies Third-Party Stores in Windows Gaming

Microsoft’s Xbox app on Windows 11 has quietly started to act less like a storefront front end and more like a full-fledged PC gaming hub, now testing a “My apps” tab that will surface, download, and launch third‑party apps and rival storefronts from within the Xbox UI itself. (theverge.com)

Background​

The Xbox app’s evolution over the past year has been deliberate: move beyond a Game Pass portal and build a singular, cross‑store experience that makes PC gaming feel cohesive across devices. Microsoft has already tested and shipped features that aggregate games from other launchers into a unified library, and the new My apps view is the latest step in that roadmap — explicitly designed to reduce context switches on small screens and to make controller‑first, full‑screen Xbox experiences feel like a real alternative to the Windows desktop. (windowscentral.com)
Devin Dhaliwal, a product manager for Xbox experiences, described 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.” That positioning makes Microsoft’s intent clear: the Xbox app is no longer just a storefront or companion; it’s being shaped into a central launcher and management layer for PC gaming. (theverge.com)

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What “My apps” actually does (so far)​

Early Insider builds show a compact, curated catalog inside the Xbox app’s Library tab labeled My apps. The experience reported by testers and press includes these behaviors:

• The My apps list shows commonly used clients and storefronts such as Battle.net, Google Chrome, and GOG Galaxy.
• If an app is already installed, the Xbox app launches it directly from the My apps UI.
• If an app is not present, the Xbox app attempts to download and install the client from within its interface — though early installs can fail in beta. One reporter noted a failed GOG Galaxy install during testing. (theverge.com)
• Microsoft is running the feature as an Insider preview (PC Gaming Preview via the Xbox Insider Hub) and is initially limiting the catalog to a “tailored selection of apps” with plans to expand over time. (thurrott.com, dataconomy.com)

These specifics matter because they change how Windows itself is used in a gaming context: rather than jumping to the desktop or the Microsoft Store to fetch a client, players can initiate the full download/install lifecycle from inside the Xbox shell — which is particularly significant for handheld Windows devices where touching the desktop is cumbersome.

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Why handhelds and controller‑first devices matter​

Microsoft’s work on a handheld‑friendly Xbox full‑screen mode — demonstrated on devices like the ROG Xbox Ally and its variants — underpins the practical need for My apps. On a 7–8" screen with an attached controller, navigating the Windows desktop and Start menu is awkward; an aggregated, controller‑navigable launcher that can surface and install third‑party clients solves a real ergonomics problem for portable gamers. The My apps feature is explicitly pitched for these scenarios. (theverge.com, thurrott.com)
Beyond ergonomics, the full‑screen Xbox experience attempts to prioritize gaming resources by trimming non‑essential background processes — an optimization that can free up memory on low‑RAM handhelds and improve battery life. A consolidated app launcher that sits inside that environment keeps the user in the optimized shell, rather than forcing them to switch contexts and potentially reintroduce background load. This is the core usability rationale driving Microsoft’s move.

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

The My apps addition is not an isolated UI tweak; it dovetails with several larger Microsoft moves:

• Aggregated library: The Xbox app already aggregates games detected from other launchers into “My Library” and “Most Recent,” lowering the friction of game discovery across stores. Windows Central and other outlets have documented Steam, Battle.net, and Epic integration tests in recent Insider waves. (windowscentral.com)
• Store policy changes and openness narrative: Microsoft reworked the Microsoft Store policies in recent years to allow greater packaging flexibility and even third‑party commerce solutions for publishers. The policy groundwork makes it plausible for Microsoft to surface or host other storefronts inside the Xbox UI without contravening its own openness commitments.
• Handheld and ARM initiatives: Separately, Xbox and Windows Insiders have seen Xbox app changes aimed at Arm‑based systems (Prism emulation, local installs on ARM where feasible). Those platform shifts indicate Microsoft intends the Xbox app to be a cross‑architecture hub, not just an x64 desktop relic. (windowsforum.com)

Taken together, these steps indicate Microsoft’s strategic aim: position the Xbox app as the primary portal for gaming on Windows — a single pane that can show and manage games from Game Pass, Steam, Battle.net, GOG, and potentially more.

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Strengths and practical benefits​

The My apps approach offers clear, immediately tangible user benefits:

• Reduced friction: Installing or launching third‑party clients from within one unified UI saves time and simplifies workflows on handhelds and living‑room PCs.
• A better controller‑first UX: For devices where touch and mouse are inconvenient, controller‑navigable app lists and large tiles are a meaningful accessibility win.
• Discovery and consolidation: Independent storefronts get additional visibility, and users get one consistent place to see their playable catalog across ecosystems.
• Potentially safer installs (if implemented correctly): A centralized install flow can standardize installer behavior, checksum verification, and update handling if Microsoft codifies secure distribution practices.

For many users — especially owners of Windows handheld gaming PCs and those who prefer console‑style navigation — the convenience alone could make the Xbox app the de facto launcher for day‑to‑day gaming.

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Major risks and unresolved technical challenges​

This convenience comes with non‑trivial risks. Several of these were flagged in insider discussions and community analyses, and they merit careful attention. Key concerns include:

• Installer provenance and supply‑chain transparency. If the Xbox app mediates downloads, how are those installers sourced and verified? Are downloads proxied through Microsoft, or are they direct vendor downloads? Users and IT admins need clarity on where the bits come from and whether checksums or code signing are enforced. Community guidance recommends published integrity checks and clear documentation of download sources.
• UAC, elevation, and full‑screen UX. Many game clients and anti‑cheat drivers require elevated privileges. The Xbox full‑screen environment must make UAC prompts and elevation flows visible and controller‑navigable. Otherwise, users could be left with failed installs or invisible security prompts. The install UX must not attempt to bypass Windows security dialogs.
• Anti‑cheat and kernel‑level drivers. Anti‑cheat systems historically require kernel components that can complicate installs and compatibility on new hardware (Arm, emulated x64). Microsoft will need to coordinate with anti‑cheat vendors to avoid leaving titles unplayable in the Xbox environment.
• Privacy and telemetry centralization. Consolidating app discovery and launch histories centralizes play activity and metadata. Microsoft must clarify what telemetry the Xbox app collects when users view, download, or launch third‑party clients.
• Failure and recovery flows. Early testers reported failed installs. The Xbox app will need a recovery flow to clean partially installed packages and avoid registry or filesystem clutter that could impact system stability. Community recommendations include a published repair/uninstall flow for installs initiated via the Xbox app.
• Security exposure from a single attack surface. A centralized launcher increases the blast radius: a compromised third‑party client listed in My apps could serve as a vector to impact systems that otherwise rely on Microsoft’s protections. Microsoft must ensure stringent vetting and continuous monitoring for listed entries.

These are not hypothetical concerns. They are practical, observable issues that crop up as soon as an aggregated install/launch system starts mediating third‑party code.

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Technical considerations: installers, sandboxing, and anti‑cheat​

Bringing installers into a controlled UI brings complex technical work:

• Installer types: Win32 installers, MSI packages, and modern MSIX bundles all have different behaviors. The Xbox app must support each installer model gracefully and honor publisher signings.
• Silent installs vs. interactive installs: Some clients don’t support unattended or silent installs, particularly when drivers or EULAs are involved. For handheld users expecting a one‑click flow, the Xbox app must surface clear prompts and fallbacks.
• Sandboxing and privilege boundary: The Xbox app should not attempt to circumvent UAC or other Windows security features. Any mediation layer must preserve user consent and visibility.
• Anti‑cheat integration: Kernel components and drivers often cannot be installed seamlessly in emulation or on Arm devices without vendor cooperation. Microsoft’s past work with certain anti‑cheat vendors to port drivers to Arm is encouraging, but not all vendors have done so. The result is a mixed compatibility picture that Microsoft must manage.

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Developer and store implications​

For third‑party storefronts, My apps represents both opportunity and complexity:

• Opportunity: Being visible inside a well‑promoted Xbox UI could drive discovery and installs for alternative stores and clients. Discovery inside the Xbox environment could be especially valuable on handheld devices where discovery via the desktop is less effective.
• Complexity: Publishers will want clarity about metadata, update semantics, and how their storefronts are presented to users. Microsoft may publish onboarding SDKs or a compatibility checklist for apps to be listed in My apps. Community analysis suggests Microsoft should provide explicit guidelines covering background services, install paths, and update semantics.

From a competition standpoint, surfacing third‑party stores is a signal that Microsoft intends cooperation rather than exclusion — but the terms and technical constraints will determine whether that cooperation feels fair to other platform owners.

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What early testers saw (practical notes)​

• Battle.net and Chrome were reported as launching properly when installed; GOG Galaxy was presented as downloadable from the Xbox UI but failed during at least one test run. This highlights the preview nature of the feature and the need for robust error handling. (theverge.com)
• Some outlets are seeing Steam and Epic titles appear in aggregated libraries in other Insider experiments, though availability and behavior differ across test builds. Expect A/B testing and segmented rollouts to continue. (windowscentral.com)
• Insiders must join the PC Gaming Preview in the Xbox Insider Hub to test these features; broad consumer availability will come later and will depend on further engineering and partner onboarding. (thurrott.com)

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Practical advice for Insiders and IT admins​

For those who want to try My apps in the Insider preview or are managing devices in controlled environments, follow these pragmatic steps:

• Join the Xbox Insider Hub and enroll in the PC Gaming Preview to get early access to My apps.
• Back up critical data and game saves before initiating installs from the Xbox UI. A failed or partial install can leave leftover files or settings.
• Watch for UAC prompts and read installer dialogs carefully. Do not approve elevation requests unless the signer is recognized and the installer purpose is clear.
• Prefer official publisher installers if the integrated install fails; download direct installers from vendor websites and compare checksums when available.
• Report issues via the Xbox Insider feedback channels so engineers can gather telemetry and reproduce bugs.

These steps will reduce friction and protect users from common preview‑phase issues. Community guidance emphasizes conservative behavior when enabling automatic installs from a full‑screen UI until Microsoft publishes firm security and vetting details.

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How Microsoft can (and should) mitigate the major risks​

To make My apps safe, reliable, and broadly useful, the following implementation principles are recommended:

• Document the supply chain. Publish where downloads originate (publisher servers vs. Microsoft mirrors), and provide integrity checks such as signed manifests or checksums.
• Publish developer onboarding guidelines. A compatibility checklist for apps that want to be listed in My apps will reduce integration surprises and provide predictable behavior for installers and background services.
• Make UAC and elevation transparent and controller‑friendly. Ensure full‑screen UAC prompts are visible and actionable without breaking the controller‑first experience.
• Provide robust failure and repair flows. If an install fails, the Xbox app should remove partial artifacts and offer a simple repair or uninstall path.
• Openly document telemetry and privacy data flows. Explain what the Xbox app does and does not collect when users browse or install third‑party apps.

These steps align with the community and enterprise expectations for supply‑chain transparency, and they will be central to IT and parental control acceptance of this feature.

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What to watch next​

The feature’s trajectory will reveal Microsoft’s true intentions and the product’s maturity. Key indicators to track:

• Expansion of the supported app catalog beyond the initial curated list.
• Clear documentation from Microsoft on installer provenance and update semantics.
• Reduction in failed installs as error handling and recovery are strengthened.
• Vendor cooperation on anti‑cheat and driver compatibility, particularly for Arm and handheld form factors.
• Whether the feature is presented as an optional convenience layer or becomes a default UX for handheld Xbox experiences.

Each of these milestones will tell us whether My apps is a surface‑level convenience or a durable platform investment.

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Final assessment​

The My apps preview is a pragmatic, meaningful move toward a more unified PC gaming experience on Windows. It directly addresses a real problem — the friction of bouncing between desktop launchers on handheld and controller‑first devices — and it leverages Microsoft’s unique leverage across Windows and Xbox to offer a potential single‑pane gaming hub. Early benefits are clear: reduced friction, better controller UX, and expanded discovery.
However, the new capability raises real, non‑trivial questions around security, privacy, and installer reliability. A centralized launcher that can download and install third‑party clients increases the supply‑chain attack surface and demands strong, transparent controls: documented download sources, strict integrity checks, visible elevation dialogs, and robust recovery flows. If Microsoft implements My apps with these safeguards and clear developer guidelines, it can deliver a safer, more convenient experience that genuinely improves gaming on Windows — especially for handhelds. If it does not, My apps risks creating more headaches than it solves.
The immediate takeaway for mainstream users is simple: My apps signals a serious, iterative push to make the Xbox app the central home for PC gaming, but it remains a preview feature. Those who value convenience on handheld devices should follow the Insider previews closely, back up data before trying installs initiated through the Xbox UI, and expect Microsoft to expand and refine the feature in response to early testing and partner feedback. (theverge.com, windowscentral.com, thurrott.com)

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Source: The Verge Microsoft is bringing PC gaming apps and stores to its Xbox app on Windows