Microsoft announced at the Build developer event that iTunes will be coming to the Windows Store. iTunes has been available for Windows since its inception — but Apple has never made their signature media store available on the native Windows Store.

This is a big move for Windows with the upcoming Windows 10 S being launched alongside the Surface Laptop. This will allow people moving into Windows 10 S computers to still have access to iTunes purchases, and not have to worry about losing access to them due to that OS only allowing apps from the Windows Store.

On a surface level, it would appear that is being done to appeal to future Windows 10 S users – but the iTunes store being available to more users does beg the question of this being a possible sign that Microsoft will be less serious about its own media storefronts. Both the Xbox and Windows Stores are available to users of the company’s devices, with purchases carrying over from one to the other.

However, it isn’t really seen as a destination storefront for all that many people. Microsoft does have frequent sales on it, and they literally give you the option to never have to actually pay out of pocket for anything on the storefront if you use Bing as your search engine and redeem your points for Windows Store gift cards. Microsoft certainly has the most generous media storefront in that regard.

Having iTunes officially on the Windows Store should increase the adoption rate of that storefront for non-Windows 10 S users as well. As someone with the default iTunes downloaded on his PC, it’s a pain to keep it updates and the prompts for updates are a bit intrusive. Having everything tied to the Windows Storefront style of updating is more convenient for me and far less annoying during a day of heavy work. iTunes is a big get for the storefront though, and it shows that the company is serious about 10 S as a platform – which is good for everyone.

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If they didn’t go all-in with apps being available for it, the Surface Laptop would be put in a tough spot right away, and this shows that they’re not going to make it the next Windows ME.