Besides announcing the first major Windows 11 update, Microsoft has also been busy expanding Android app support on Windows to 31 countries and launched its Microsoft Store Ads developer pilot on September 21.
The Windows Subsystem for Android (WSA) was an interesting feature to see, although Microsoft’s partnership with Amazon to bring Android apps to Windows instead of Google seems like a confusing choice. The company is now doubling down on that approach by expanding Amazon’s App Store to 31 countriesincluding Australia, Canada, France, Germany, Italy, Japan, Spain, UK and USA.
Windows 11 users in supported countries will now be able to download and use over 20,000 Android apps on their Windows PCs natively. Finding Android games and apps has also been simplified. Android apps will now appear like any other content on the Microsoft Store and will now be found in editorials and search results alongside online ratings and reviews.
WSA has also been improved in the latest update. Microsoft claims two to three times faster graphics performance with hardware acceleration support. Video DRM support, improved handling of input via touch, mouse and keyboard as well as several network and security enhancements are also coming to WSA.
Announced earlier this year in May, Microsoft Store Ads is also launching its developer pilot. The company is currently onboard developers to the program allowing them to create advertising campaigns in the Microsoft store using Microsoft Advertising to reach a wider customer base on Windows 10 and 11 devices.
Microsoft says it’s committed to finding the right balance between developer success and customer experience. So let’s hope they don’t flood the store with ads before it even gets proper traction. WSA support on Windows extended to more regions means that the Microsoft Store will be used more and people will start downloading Android apps. Having the ad-riddled experience may very well leave a sour taste for new users.
In the news: Windows 11’s first major update brings these 6 additions
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