Is this a handy new feature or another Windows 11 ad?
The Microsoft Store will now show suggested apps when you use search.
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What you need to know
Microsoft rolled out Windows 11 Build 22635.3936 to Insiders in the Beta Channel this week. The biggest change that appears within the latest Insider build of Windows 11 isn’t a Windows 11 feature at all. Instead, it’s a new feature within the Microsoft Store. The full changes seen in the build are listed below, but they’re relatively minor, so I’ll focus on the Microsoft Store change.
Starting with version 22406.xxxx.x of the Microsoft Store, you’ll see a new flyout that shows suggested apps. The Microsoft Store already displays suggestions based on the app you search for, but the flyout adds another section for content. Microsoft did not specify if the apps that appear within the flyout appear organically or as a result of paid advertising.
“When you’re searching for content in the Store Search box, a new flyout at the bottom of the search display suggests content you may be interested in,” explained Microsoft.
Ads in Windows 11
Microsoft has a growing number of “suggestions” within Windows 11. Many consider these types of prompts to be advertisements, including myself, but there is debate on the topic. The Start menu already had apps pinned after a fresh install when Microsoft decided tostart showing suggested appsin the Recommended section of the menu. The tech giant also added aprompt suggesting people sign up for Game Passthat lives within the Windows 11 Settings app. The operating system has several prompts that pop up suggesting you sign up for OneDrive or other Microsoft services.
In addition to suggestions within Windows 11, Microsoft’s built-in apps on the operating system are starting to show more ads. Microsoft redesigned itsWeather app to show more ads. The Microsoft Store now shows suggested content in a new flyout that’s in testing among Insiders.
The increased number of ads within Windows 11 has led users to look forbloat-free solutionsorthird-party apps that replace the Start menu.
Do you view suggestions like the ones seen in the Microsoft Store’s search flyout as advertisements? Let us know in the comments below. We’d love to hear suggestions on the direction you think Microsoft should take Windows 11.
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Windows 11 Build 22635.3936: Changes and improvements
General
Taskbar & System Tray
There are several known issues with the build, which is normal for updates shipped to Windows Insiders. Microsoft lists all the known issues in itsblog postabout the update.
Sean Endicott is a tech journalist at Windows Central, specializing in Windows, Microsoft software, AI, and PCs. He’s covered major launches, from Windows 10 and 11 to the rise of AI tools like ChatGPT. Sean’s journey began with the Lumia 740, leading to strong ties with app developers. Outside writing, he coaches American football, utilizing Microsoft services to manage his team. He studied broadcast journalism at Nottingham Trent University and is active on X @SeanEndicott_ and Threads @sean_endicott_.
