Stefan Mileschin

Microsoft is changing the name of their store so they can sell more than just apps, games, and other content for Windows 10 devices: the "Microsoft Store" is rolling out to Windows Insiders in the Release Preview ring with an app update. Aside from a new logo, nothing else appears to have changed in the app. Microsoft could be rebranding the Windows Store to give users access to more products in Windows 10. It's possible the company could soon allow users to buy things like its Surface hardware, or third-party products like the Fitbit from within the Microsoft Store app. The rebranded store in Windows 10 could also lead to Microsoft finally making it cross-platform -- making TV shows, and movies purchased from the Microsoft Store available across different devices and the web.

http://www.hardocp.com/news/2017/09/..._to_microsoft/