Ever since Microsoft re-introduced the Start Menu with the release of Windows 10 in 2015, the company has been using the space to promote and advertise apps featured within its digital storefront. Windows 11 launched in 2021 with a somewhat scaled-back version of this. It continued to promote apps, but only did so after a fresh installation of the operating system. More recently, however, the company began testing out the return of full-fledged app promotions in Windows Insider builds of the OS.
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