In 2025, the Microsoft Store on Windows experienced a significant transformation, attracting over 250 million monthly users who found a more personalized and engaging shopping experience. The store introduced a variety of new offerings, including innovative productivity tools like Raycast, Noteastic, and Cephable, alongside popular games such as Fortnite, Hollow Knight: Silksong, and Clair Obscur: Expedition 33. Accessibility apps like DotVista and standout applications such as RunCat 365 and Adobe Premier Elements 2026 also made their debut. Furthermore, in collaboration with Tencent, the catalog in China expanded to include mini apps and games like Rednote, Kaipanla, and Fire to the Zombies, enhancing the selection available to customers globally. The year also saw the announcement of the 2025 App Awards winners, recognizing exceptional value for Windows users.
Special Events: Helping customers discover more
Responding to customer feedback, the Microsoft Store introduced Special Events, a feature designed to help users easily discover timely content within their favorite apps. This initiative aims to highlight new shows, seasonal game events, and features that users might otherwise overlook. Currently being rolled out in select markets, Special Events provides a dedicated space for users to find in-app experiences and game events as they go live, making it easier to stay informed and engaged with beloved apps and games.
Themes: Make your PC your own
For those looking to personalize their computing environment, the Microsoft Store recently launched a dedicated Themes department. This new section simplifies the process of discovering and applying designs that resonate with individual styles. Whether users prefer cozy aesthetics, vibrant artwork, stunning landscapes, or gaming-inspired visuals, the Store now offers a curated collection of themes. The browsing and installation processes have been streamlined, allowing users to find and apply their desired look more quickly and enjoyably.
A more personal Store experience
As the Microsoft Store continues to evolve, ensuring a tailored and intuitive experience for each visitor has become paramount. Enhancements made since June have refined how the Store adapts to individual interests, regional trends, and timely deals. Personalized content is now available not only on the home page but also on apps and games pages, enabling users to discover creative tools, explore the latest games, or browse productivity essentials more effectively. Users can control their personalized recommendations through their Store settings.
Installation made easier
Streamlining the app installation process has been a key focus this year. In select countries, the introduction of multi-app install allows users to select a group of apps—such as a productivity suite or creative toolkit—and install them with a single click. This feature simplifies the setup of new devices or the refreshing of workflows. Additionally, a new method for finding, installing, and launching apps through the Windows Search Bar was introduced in June, further enhancing user convenience. Expanded inline installs in Store Spotlight were also rolled out in response to community feedback.
Helping you explore AI
The developer ecosystem has shown remarkable creativity, with a steady influx of innovative AI-powered apps and experiences on Windows. To assist users in navigating this rapidly evolving landscape, the AI Hub was refreshed in February, making it easier to discover high-quality AI applications and understand their functionalities at a glance. The updated design allows users to explore a diverse array of tools and features that enhance creativity. As of June, new app badges on product pages indicate when apps include AI capabilities or are optimized for Copilot+ PCs. In the U.S., Copilot now assists with Store browsing, and for Microsoft 365 users, finding Agents in Microsoft 365 Copilot has become more straightforward, offering options like personal analysts and writing coaches in supported markets.
Focusing on the fundamentals
Investment in the fundamentals of the Microsoft Store has remained a priority, resulting in several key improvements:
- Quicker Navigation: The Store app now launches faster, and moving between departments has become noticeably quicker due to recent updates.
- Improved Error Handling: Enhanced messaging helps users resolve issues more efficiently, such as automatically detecting mismatched region settings that previously blocked purchases.
- Uninstallation directly from the Library: Users can now uninstall apps directly from the Library, responding to a top customer request.
- Better update orchestration: Background updates are now better scheduled to minimize disruption during device use.
- Improved search: The search functionality has been restructured to be more intent-aware, leveraging app updates and ratings for better results while addressing language-specific nuances.
