The Improved Microsoft Store Hits 250 Million Users in 2025 With Major AI, Personalization, and Performance Upgrades

2025 was a breakout year for the Microsoft Store on Windows, marking a major milestone with over 250 million monthly active users discovering apps, themes, and games in an increasingly personalized experience. According to Giorgio Sardo, Vice President of Microsoft Store, the platform has evolved into a more vibrant, helpful, and delightfully modern destination for Windows users globally.

A Year of Growth and Innovation

Over the past year, the Microsoft Store has welcomed a wide array of new software, enhancing its catalog with powerful productivity tools like Raycast, Noteastic, and Cephable; blockbuster games including Fortnite, Hollow Knight: Silksong, and Clair Obscur: Expedition 33; and standout accessibility apps like DotVista, RunCat 365, and Adobe Premier Elements 2026. Microsoft also partnered with Tencent to expand Store offerings in China, introducing localized mini apps such as Rednote, Kaipanla, and Fire to the Zombies, strengthening its international reach.

Additionally, the 2025 Microsoft Store App Awards recognized top apps and developers who brought tremendous value to Windows customers, reflecting a maturing ecosystem of high-quality digital experiences.

Introducing “Special Events” for Apps and Games

One of the most notable additions this year is the introduction of Special Events, a new feature designed to help customers stay connected to what’s happening within their favorite apps and games. Whether it’s discovering a new season in a game, a show launch inside an app, or a time-limited event, Special Events create a central hub for discovering active in-app experiences. This feature is rolling out first to users in Australia, Canada, New Zealand, the UK, and the US, with broader availability coming soon.

By surfacing special content through curated collections and enhanced product pages, Microsoft aims to keep users informed about major updates without requiring them to dig deep inside apps for news.

A Store That Feels More Personal

Personalization became a defining theme for the Store in 2025. Microsoft expanded the personalized homepage introduced midyear to include apps and games pages as well. This means the Store now dynamically adjusts suggestions based on user preferences, regional trends, and real-time deals. Windows users can discover apps that align with their interests—whether in productivity, creativity, or gaming—in a more intuitive and tailored way.

Importantly, these personalized recommendations are fully user-controllable, adjustable via Store settings for complete privacy management.

A Fresh Look With Themes

In December, Microsoft launched new Themes, giving users a new way to make their PCs truly their own. Available in the Microsoft Store, the new collection includes a wide array of curated visual themes—from cozy, warm palettes to high-energy gaming designs and landscapes inspired by popular shows. With seamless browsing and one-click application, customizing your PC’s aesthetic has never been easier or more fun.

This new department underscores Microsoft’s commitment to blending functionality with personal expression—a theme running consistently across Windows 11 and its ecosystem updates.

Smoother Installs, Smarter Experiences

Microsoft also focused heavily on user convenience in 2025, introducing several major updates that streamline the app installation process.

• Multi-app install (available in select countries since November) allows users to select multiple apps—like a full productivity package or creative toolkit—and install them all at once.
  

• Inline install improvements rolled out in October, letting users install apps directly from Store Spotlight content.

• And since June, users can install and launch apps directly through the Windows Search Bar, seamlessly connecting Store results with Windows system search.

These refinements make setting up a new device or refreshing a PC workflow significantly faster and simpler.

Exploring New AI Experiences

AI remained a central focus for the Microsoft Store in 2025. In February, Microsoft relaunched its AI Hub, a dedicated space helping users explore innovative, AI-powered applications. The AI Hub’s new design makes it easier to identify what AI apps can do, discover trending tools, and find software optimized for Copilot+ PCs.

The company also introduced AI badges on product pages to highlight AI-enabled apps. In the U.S., even Microsoft Copilot can now assist with Store browsing. For Microsoft 365 users, the Store now offers direct access to AI Agents—including personal assistants such as writing coaches, researchers, or idea coaches—available in select markets like the U.S., UK, France, Japan, Canada, and Australia.

Strengthening the Fundamentals

Beyond flashy features, Microsoft doubled down on improving the Store’s technical core. Key highlights include:

• Faster performance: The Store app now loads and navigates quicker, thanks to back-end optimizations releasing throughout the year.
  

• Improved error handling: The app now automatically detects region mismatches and guides users to fix settings, making purchases smoother.

• Uninstallation from the Library: A top community request—users can now uninstall apps directly via the Library section.
  

• Better background updates: App updates now occur more quietly and intelligently to minimize performance disruption.

• Smarter search: Microsoft rebuilt the Store’s search engine to better interpret user intent and take into account app ratings, updates, and language context.

These subtle but significant upgrades collectively improve speed, reliability, and user satisfaction, reinforcing that Microsoft’s focus on fundamentals is as strong as its innovation ambitions.

Looking to 2026

Microsoft’s work on the Store is far from finished. As Giorgio Sardo emphasized, 2026 will bring continued focus on performance, thoughtful experiences, and user feedback-driven improvements. Customers can keep providing feedback through the Windows Feedback Hub (Win + F) under Apps > Microsoft Store, helping shape the next evolution of the platform.

With 250 million monthly users and counting, the Microsoft Store is evolving into more than a digital catalog—it’s becoming a personalized discovery hub for the Windows ecosystem. From AI-powered productivity tools to exclusive themes and fast installs, 2025 proved that Microsoft’s app marketplace has matured into one of the most dynamic elements of Windows 11.