Microsoft launches unified app store on the web ahead of Windows 10 launch

We're just a couple of weeks out from the official launch of Windows 10, and it looks like Microsoft is preparing with the launch of a one-stop shop for Windows and Windows Phone apps on the web. The new universal store for Windows apps of all shapes and sizes has just gone live, eliminating the old separate Windows Phone and Windows Stores and bringing all apps under one roof.

Right now, if you try heading to the old Windows Phone Store on a web browser, you'll be redirected to the Windows Phone section of the new, universal app store. There are also sections for Windows and Xbox apps, though the Xbox link in the dropdown menu just redirects to Xbox.com for now. Overall, things look pretty tidy and easy to navigate, with a big carousel banner at the top advertising featured apps, and sections for "Top Paid" and "Top Free" apps as you scroll down.

Since Microsoft is aiming for a seamless experience throughout all of its products with Windows 10 going forward, it's nice to see the Windows Store and Windows Phone Store come under one roof with matching design aesthetics. If you'd like to browse the new unified store and check it all out for yourself, you can hit up the link below to get started.

Thanks to Sajad for the tip!

Check out the universal Windows app store (opens in new tab)

Dan Thorp-Lancaster is the former Editor-in-Chief of Windows Central. He began working with Windows Central, Android Central, and iMore as a news writer in 2014 and is obsessed with tech of all sorts. You can follow Dan on Twitter @DthorpL and Instagram @heyitsdtl

163 Comments
  • I LOVE YOU MICROSOFT!!! I was wishing for this
  • Can I download app from the web and transfer it to my phone, it sounds faster eh?
  • You could on Windows Phone 8.1 or Windows 8.1 I know, so I'm sure that would be on here to.
  • Seems faster.
  • Nah. I am lookng for it. Nwver worked on me wven before : (
  • If you go to WP.com and search for apps you now get redirected here...
  • Thats word press. and windowsphone.com still goes to the windows phone store.
  • I am wondering the same. i couldn't find an option to download phone apps onto pc. will they include this feature later?
  • LOL!
  • You have two more wishes remaining.
  • Good haha
  • Lol
  • He wishes for infinite wishes.
  • My hope is that with universal apps will come sporting apps with push notifications
  • It's all coming together nicely..
  • Can I reserve a copy if I'm technical preview?
  • What?
  • You dont need to
  • You already have a name so u don't need another one
  • Finally, a little hope for the WP ecosystem
  • if the apps themselves are better........then yes not just teh website
  • Finally Windows 10 is coming
  • So close...
  • WOW "Works on: mobile device, PC, Surface HUB, HoloLens, other Windows devices, Xbox "  
  • Which app that work on all those devices?
  • OneDrive.
  • OneDrive? There is no onedrive app on windows 10, is there?
  • There is on Windows 10 Mobile.
  • Alarm, Calculator, Weather etc etc
  • Cool story bro != /s
  • It's time for Window shopping...
  • Haha
  • I'm double glazed. Lumia 930 and an SP3
  • Does this mean from now on when Windows Central posts about a new or updated Windows 10 Mobile app, that you will be able to give a direct link in the WPCenyral app?
  • We don't know how that's gonna work yet. Partly because our developer is in bed right now. Partly because we'll have to try some stuff, no doubts.
  • When he wakes tell him to add a thumbs up/down button to the app, and give us the capability to use Emoji... Oh, and fix the damn email notifications!!!!!
  • Or...we could just concentrate on a new app for what's coming in the future, right?!
  • Also tell him that I should be notify when somebody replies or comment when I participate in "comments", for example I'll never find out if somebody answer to this comment xD
  • That's already an option both in the phone app and via the web
  • It's broken though. At least it is in Windows 10 phone.
  • The second part of that is your answer. We're not spending much time making this app fully working in Windows 10 preview when a better solution would be to try and get the ball rolling on a new app.
  • You are the coolest guy in the team, Devine!
  • Yes he is the coolest guy. From now on we should refer to him as Richard Divine.
  • Cool
  • Found this after sharing an app link to a friend a while back. I noticed the link pointed to this new website.
  • They seemed to have dropped oem collections
  • Good. :P
  • I just wonder who designs for Microsoft. Apple is way far from Microsoft in design.
  • Apple has gay designs
  • LOL!
  • Gay is not a pejorative.
  • Are you taking about That blue jeans colour transfer to iPhone 6 .....??? Don't worry Microsoft will make blue case itself... You don't need to waste money on new jeans pant
  • Haha but the store of osx is looking exactly like the new windows store... Just sayn
  • Umm, the people that work at MS design for MS,, meaning MS designs for MS..
  • Ex Google fry cooks.
  • Yet there are still two separate stores: https://www.windowscentral.com/e?link=https2F%2Fclick.linksynergy.co... and https://www.windowscentral.com/e?link=https2F%2Fclick.linksynergy.co... Sure, there may be a parent page that link you to both, but it's still two stores. When is Microsoft going to allow Windows Phone apps to "just work" on Windows (with sensor and feature caveats, of course)? There's no reason Windows couldn't emulate Windows Phone.
  • They are still supporting Windows Phone, won't be united until July 29
  • ^This. Well actually there are alot of mystery which doesn't make sense in the world of Windows and WP.
  • Because until Windows 10 Mobile is launched why wouldn't there be? Windows Phone is a completely different platform, no?
  • My app's on there! Big Windows 10 update coming soon (can't submit an app until the 29th)! https://www.microsoft.com/en-us/store/apps/startwatch/9nblgggz5nbz
  • great app  
  • Thanks! I'm pulling together a nice adaptive UI for Windows 10, stay tuned!
  • Just downloaded :-)
  • This app is off the hook!!!
  • Thanks a bunch!
  • Shame it becomes redundant with Win 10.
  • Mine has keyboard support ;)
  • I used your link out of curiosity...first it opened the store to show me the app, then the music app opened...! So what you doing in my music, dude? Dugmore...maybe you dig around in peoples stuff, eh?
  • Shhh ;) They're probably still working on differentiating the store from their music services (to launch the store in WP 8.1 with a URI actually requires a zune: prefix)
  • Speaking about that, I cant install OneNote on my phone
  • Im giving MSFT until this year to prove to me...yes TO ME!! That they can show me that I should stick with WINDOWSPHONE, I have been a user since day 1 currently rocking a 1520 with a crack screen, ASURRION dont even have the 1520 in their inventory, after paying 6.99 for 2 years I didn't even get a replacement that I wanted, they sent me a HTC ONE android and told me that, it is the closest phone to the 1520, are they kidding !!!! So finally I decided to return the android phone while being charge 99 bucks for my deductible.....assurion said they will credit my money in 2 business cycles!!!! Anyhow back to windowsphone, yeah im about to jump ship with apple probably iphone6plus S... Sad face
  • We don't care about your stuff. Get a life
  • LOL
  • I'm with this guy... WP failed... if you don't want to be fanboy, go but Al iPhone
  • lol bias much.  After 6 years on iphone windows 8.1 is refreshing and to me easyly the best os on the market for phones, id miss live tiles way to much and thats just the first thig id miss.
  • I'm with you brotha. I'm tired of just playing fan boy, and want to finally be rewarded with SOMETHING
  • You need to dump Asurion. What does this have to do with Microsoft?
  • If you don't like Window Phone why are you using it? Lifes to short. Get an iPhone. I used to have one they're nice. I use Windows Phone because I like it and I'm sick of iOS. Stop posting pointless screeds on tech sites and go get the phone you want.
  • So you're mad at microsoft because you broke your phone?
  • They should have one store at www.Windowsstore.com instead of all these long URLs.
  • Ss special skill
  • /ff
  • I don't want to open the app page to know if its available to Phone and PC or just phone or just PC or just Xbox or both or all of it.
  • Microsoft direct would never give you an Android phone to replace a WP, you're lying! You're biased Carrier would do it, not Microsoft
  • By saying asurion he means carrier insurance not from Microsoft. Posted via the Windows Central App for Android
  • This is great. My only hope is all the garbage games don't flood the top of this new store's New + Rising, or whatever its new name is, section. I look forward to using this new portal from now on until finished apps appear for each device type.
  • The Search experience is very clunky. It defaults to a Bing search rather than a Store search. That is not very clever. Hopefully this will be fixed.
  • I saw that two days ago... Not "very" new
  • If you're going to split hairs...we've been seeing it for much longer than that with the Windows 10 only apps. It's now replaced the windowsphone.com links on the web. If you saw it 2 days ago why not tip us on it?
  • For people who has been trying Windows 10 out recently....is it really ready and polished to be released? I haven't had a chance to use it, so honest question..
  • It isn't on the Lumia 520 for me. It freezes, apps take me back to home screen and I can't intall a dofferent labguage keyboard for some reason. On Windows PC, it seems fine. at least the bit I tried.
  • It's ready and finished on the PC.
    Mobile still needs work. It's a but unresponsive on the phone, checking for updates takes ages, startup is relatively slow and there's a new icon scaling glitch upon startup on 10166. There are numerous little UX elements that require polish.
  • Definitely, the PC OS is definitely finished.
  • In new store not available install apps manually option.
    how to sideload apps in windows phone?
  • You need the package. Or so you think that you will just download others dev package and "sideloaded" on your phone outside the Store?
  • That's exactly what you can do in wp 8.1
  • You can't sideload an app on 8.1.
  • You will need a developer account. Then you can unlock your phone as a developer and sideload your own apps. Ps. My info might be outdated.
  • "Get this app from Store on your phone." Sigh...The old store lets you push apps to your phone from the web. I hope they bring that feature back. And using search is beyond horrible. It brings up EVERYTHING from Microsoft's site, not just apps. Too many steps back.
  • There's an "Apps" part. It's separated.
  • How does that solve the problem of the search results? I know there's an app section. The problem is that when you use basic search terms for a "music" or "youtube" app you're provided with a bunch of junk you before you can get to the app section. Searching from the Windows App Store page should only bring up apps or at least prioritize them to the top. The Xbox website does this correctly.
  • Why on earth this is junk?   http://i.imgur.com/kMwDuEr.png
  • I don't know...maybe it hasn't kicked in for me yet? http://i.imgur.com/0hrc0ZW.png That's why i was complaining.
  • LoL well that's incredible weird. Both of us learned something today.
  • Ha Ha it is! At least that's one less gripe for me once it's starts working. I guess I need to wait a little longer.
  • Agree!! It is the most importante thing getting appx files!!
    Also mobile apps (wpapps) must became avalaible on Desktop too
  • Anyone got mobile store update yesterday?
  • One store with different devices to download from!? Store is really, really bad on the nl630 can hardy see titles won't go into the horrible search algorithms...
  • I was hoping they'd do something like this.
  • Should I assume that a "Hide Reviews" button is coming in the Store app since it's there on the web?
  • Where is the 'Find My Phone' feature? Has it been disconinued? What about the purchase history for apps and send to phone option? I hope this is just temporary during the transistion. Never mind, I found the option for Find My Phone in the account/devices section.
  • I'm wondering about the same features. They were really helpful.
  • It's there in devices, under accounts.. But couldn't find send to phone or download manually..
  • Except the download link for tiny troopers 2 from within this app no longer works, doesn't show up in the new store. Yet old old old apps are already there. I don't understand what has to happen.
  • Where is "Download and install manually" option?
  • This.. Someone pls answer this!
  • Where is the separate section for Xbox games? This Store page seems very confusing and unintuitive at the moment.
  • Miss the push apps button!!
    Don't have a windowsphone so gonna miss those promos :( Posted via the Windows Central App for Android
  • found my app there and didn't find it in the store on my phone. However when I'm open the website on my phone I can find the app and the download link will redirect in the store app. The store app can install it eventually...
  • I thought the concept of a universal store implies that all the apps in the store will work on all windows devices, but it appears I was wrong. I searched for The Economist on windows app and when I clicked 'get the app' I was directed to the back to the store app and the app could not be installed on my 1020.
  • Developers still get to choose what they support. The "universal" means that MS has enabled the app to work on everything, but the developer gets to choose. Tho by default apps support everything, so if it doesn't support your device, it's because the dev has deliberately chosen not to. It could be for hardware reasons tho like "needs x amount of ram minimum".
  • Looking forward to this :|
  • Cool.
  • but the website cleaaarly shows that there is a row of apps for Windows, and another row of apps for windows phone? whats so universal here? that they are both in the same web page? or is there something i dont understand?
  • Pretty much all these apps are not universal. Also, it is up to developers to decide what they want to support even though it is a universal app. The tools are there for developers but it is up to them.
  • So you're saying that developers have to put in extra effort in order for their "universal" apps to actually be universal? Is the extra effort just checking a box or is it more coding? Either way, this is bad news for Windows phones. Satya had hoped for a deluge of new Windows mobile apps because of spillover form desktop apps, but it sounds like developers could just make the desktop app.
  • Thought it was going to be windows mobile not windows phone!?
  • Windows 10 Mobile hasn't launched yet. Until it does there is only (officially) Windows Phone
  • Looks great! However, the "install" or "buy" button is missing?
  • Relax people, must be even this web store is on Preview
  • Now I can't Manually install apps & games from SD card and Toaday I was Planning to Download Asphalt 8 from UC browser :'(
  • Is it still possible to remotely install apps in the phone via the web store? I tried the install button on the pic and got redirected to the pc store app, didn't have much time to dig around
  • Finally. Now all apps are under one roof, less hassle.
  • +822
  • 2 major features are lacking. 1. "Last updated" section does not exist. 2. "Version" section does not exist.
  • +Purchase history +Download & install manually
  • Half ass releases is what that get ms kicked in the butt
  • Where is the option to sent to phone. Badly needed.
  • The store needs a little polish tho.
  • Is it safe to install on my sp3 now?
  • But i wont be able to get any app unless i install Windows 10 for phone?
  • Well anyone paying attention just noticed they removed the outlook mail and calendar app from the start screen of windows 10 mobile build?
  • Apart from a Windows Phone learning curve using this re-organised and more complicated site (not happy) - I'm a UK user and even though I sign in I'm still on the US version. Teething troubles? A bug? 
  • Computer says, "NO"
  • Further to my previous comment about being in the UK and refered to the US site. I've now bookmarked the UK site. However, when I click on Windows phone apps or games from this boookmark I'm still directed to the US site. Plus, I have to log on each time I open the bookmarked link. When I click on a game I'm refered back to the Windows 8.1 store, which brings me up to the home page and not the app/game I selected. This looks to me like an over-complicated work in progress, although I am now getting more familiar with where to look for Windows Phone apps and games now. It's just a shame that things are not as simple as they once were. Progress?
  • Oh, and. Tried to search for the Tomb Raider endless runner - a Windows Phone game and the results came up with xbox only - plus my computer started up Windows Media Centre for no reason at all. And isn't Windows Media Centre going to be dumped in Windows 10? Highly irrational - this website is far from being ready. Madness.
  • But, with this, we can no longer install the apps from the web from our pc
    And what about, installing them manually
     
  • Please make it like the xbox store and not the WP/W8.1 stores.
  • The new one is a big step back.  No send to device option, no manual download/install, search on top is for the whole Microsoft website, not for the store.... Whoever designed this should be fired.
  • I have a bookmarks folder on my Opera browser (desktop) named My WP8.x Apps, and i keep bookmarks from the page of each app i have on my phone and also a subfolder from apps i don't have on my phone but likes to keep track on them that maybe i will need to install them one day again. So by that, what i notice on this new MS Store is that, even if it looks more cleaner and well orginized, it is missing few things, like: Last updated, App version and More Apps (from the developer) and maybe more other things, but those 3 things were important to me for the tracking of the not-installed apps on my phone waiting for better versions. Altho, the single app page now have more scrolling to do to see more infos or comments.  But since this is the initial lunch and i am sure MS will do an extra redisgn to put all things in better places. :)
  • AT&T Digital Life. Can't get it on my Lumia 1520 running WinXM.  Microsoft how bout it?
  • Anyone else notice the disappearance of Here apps in the Windows Store??
  • Now the manual download option is not available and also if we take apps column then we cant access the game column.for accessing we should Again repeat the whole process.Really needs a serious development.
  • The new store remembers me the Nokia Ovi Store, it has the same design.
  • Oomph, that's not exactly a compliment.  The Nokia Ovi store was dire.
  • Well...all in all...is simply amazing. Microsoft has been working really well lately...I hope they get what they deserve.
  • From where update my lumia535?pls.help.
  • I found the Chase banking app on the website does this mean its back?
  • This getting worse and worse. Sure I like this clean, ascetic design but some main functions like Wish list, Mail app link, Purchase history (at least not on the shop level since you have to dive into your account details) are still missing not to mention that Manual install and More apps from dev., have been removed from the current iteration of the MS Store.
  • and it works only in en-us version! This is a complete disaster!
  • But how do we download xaps on pc because I want to have a backup of asphalt xap
  • 2 things: First, does this mean that if you don't upgrade to windows 10 you are out of luck getting apps via laptop? Second thing is that searching for apps doesn't currently work. It searches the entire microsoft site instead of only the app store. Couldn't even get it to list Nokia apps for windows phone no matter what I put into the search bar. Hope they get it fixed....
  • IS It Support for Android Apps to WIndows Phone Or Not?.