With respect to an app store, well-played, Microsoft!
Your move, Apple.
@odd It's really interesting to examine. Microsoft's bread and butter is recurring subscriptions and licensing, so their store is potentially a loss leader with an eye to increase market share. Compared to Apple, where the App Store is truly a business.
I think it's particularly interesting how Microsoft is telling it's story now. They are moving into philosophical space that Apple has traditionally occupied.
