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Microsoft claims its idea of an app store is exactly opposite to Apple’s

A Microsoft building

Microsoft has announced that Windows 10 developers will have the freedom to distribute their app anywhere they want, and not just its own store. The company said it will not block any app only on the basis of a developer’s business model or how it delivers content and services, as part of ten principles the company published on Wednesday, outlining its idea of an app store for Windows. There is a caveat though: Microsoft won't apply the same principles to its Xbox app store given that the economies for game consoles work differently compared to phones or computers. But more importantly, by publishing these set of principles, Microsoft is aiming to indicate that its treatment of its app store and app developers, at least on Windows devices, is the exact opposite of Apple's, and to an extent, Google's. While Microsoft didn't specifically name Apple, it was clear that the company’s response was squarely aimed at the Palo Alto-based company: “Windows 10 is an open platform. Unlike some other popular digital platforms, developers are free to choose how they distribute their apps,” wrote Rima Alaily, VP and deputy general counsel at Microsoft. The latter part of her statement is an unmistakable reference to Apple, which has repeatedly been criticised for fostering an increasingly walled and closed ecosystem, and not giving developers enough ways to distribute their apps on Apple devices. Not just that, Microsoft also lent its support to a group of app developers — Coalition for App Fairness (CAF) — who aim…

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