Launch guideDesktop and mobile apps
How to launch a Windows app
Windows apps can ship through the Microsoft Store, direct download, and the winget package manager. The Store now accepts classic MSI and EXE installers as well as MSIX, and Microsoft's new onboarding has no registration fee for individuals or companies. Certification checks things launch-day users would notice anyway: silent install, clean uninstall, no bundleware.
Updated · platform facts checked against the official docs linked below
At a glance
Where people find Windows apps
- Microsoft Store: Built into Windows; search and curated collections.
- winget: Developers and IT install from the command line; submission is a pull request with a YAML manifest.
- Windows and PC communities: Subreddits and forums where people share utilities.
- Product Hunt and LaunchRanked: A web page and a launch spike for an app people usually find by searching.
Assets to prepare
| Asset | Spec or guidance |
|---|---|
| Desktop screenshots | PNG, 1366×768 or larger (4K supported), up to 10; keep key content in the top two-thirds.[3] |
| App tile icon | 1:1, 300×300, recommended.[3] |
| Signed installer | Microsoft highly recommends signing with a certificate from its Trusted Root Program.[2] |
| Versioned HTTPS package URL | For MSI/EXE, the binary at the URL must not change after submission.[2] |
| winget manifest | YAML following the Windows Package Manager schema.[4] |
Store and listing rules
What the platform itself says, with a link to the page we checked.
- MSI/EXE installers must install silently, work under a standard user, be standalone (not a downloader), uninstall cleanly and not bundle unrelated apps.[2]
- Certification usually takes up to three business days; the listing typically appears about 15 minutes after passing.[2]
- Individuals verify identity with a government ID and selfie; companies verify with a D-U-N-S number or business documents.[1]
A 4-week launch timeline
Week 1 · four weeks out
- Open the developer account through the new onboarding flow.
- Get a code-signing certificate and sign the installer.
- Test silent install and clean uninstall.
Week 2 · three weeks out
- Take 1366×768+ screenshots and make the 300×300 tile.
- Write the listing and privacy policy.
- Host a versioned installer URL.
Week 3 · two weeks out
- Submit to the Store with certification notes (test accounts, hidden features).
- Write and test the winget manifest.
- Build the landing page.
Week 4 · launch week
- Open the winget pull request.
- Fix certification feedback.
- Prepare community and launch posts.
Launch-day checklist
- Confirm the Store listing and
winget installboth work on a clean machine. - Post in Windows communities and launch on LaunchRanked.
- Watch for SmartScreen or antivirus false positives and report them.
- Reply to Store reviews.
After launch: SEO steps
Launch boards reset; search pages don't. These steps keep people finding you after launch week.
- Give the app a web page with system requirements and download options.
- Target "{job} for Windows" and "{job} Windows 11" searches.
- Document winget and Store install commands on your site.
Common mistakes
- Submitting a web downloader instead of a standalone installer.
- Replacing the binary at the same package URL after submission.
- Unsigned installers that trigger warnings.
Templates for this launch
- App store descriptionFill-in App Store and Google Play listing copy within each store's limits: name, subtitle, promo text, short and full description, keywords.
- Release notesRelease notes for a notable launch or version: what's new, why it matters, how to use it, upgrade steps and known issues, with a filled example.
- Directory listing descriptionWrite directory and launch-site listings once: a 60-character tagline, a 160-character short description and a long version, with a filled example.
FAQ
Does the Microsoft Store charge a developer fee?
Microsoft's new onboarding flow at storedeveloper.microsoft.com has no registration fee for individual or company accounts.
Can I publish a Win32 app to the Microsoft Store?
Yes. The Store accepts MSI and EXE installers as long as they pass certification: silent install, standalone, clean uninstall, no bundleware.
How long does Microsoft Store certification take?
Up to three business days for MSI/EXE apps, and the listing usually appears about 15 minutes after it passes.
How do I get my app into winget?
Create a YAML manifest that follows the Windows Package Manager schema and submit it as a pull request to the community repository.
Sources
- Microsoft Learn: Open a Microsoft Store developer account
- Microsoft Learn: App certification process for MSI/EXE apps
- Microsoft Learn: App screenshots, images and trailers
- Microsoft Learn: Submit packages to Windows Package Manager
Checked . Platforms change their rules; open the source before you rely on a number.
Related launch guides
- How to launch a Mac appMac app launch guide: Mac App Store vs direct download, sandboxing, notarization, screenshot sizes, Setapp, and the communities where Mac users find apps.
- How to launch a CLI toolLaunch a command-line tool: install paths (Homebrew tap vs core, winget, npm, pip), terminal GIFs, Show HN and docs that rank for the problems it solves.
- How to launch an Android appAndroid launch guide: Play Console assets and text limits, the 12-tester closed test for new accounts, review times, pre-registration and web SEO.
- How to launch an iOS appiOS app launch guide: App Store screenshot sizes, text limits, review times, TestFlight, guideline traps like account deletion, and web SEO for your app.