Microsoft has announced that the next version of its Windows PC operating system will include an App Store.
The company hasn't detailed anything relating to strategy but did confirm that it has assembled an App Store team as it continues to build its new OS.
Of course, Microsoft is no stranger to digital content delivery platforms. Xbox Live remains the most successful digital console game store front and it continues to plough plenty of resources into.
And Vista, too, employed a type of integrated software delivery service though it was little used.
But despite its mixed success in the field, developers will surely be excited about the idea of an in-built content platform at the heart of the next Windows operating system.
Apple's rival iOS software introduced its own iPhone-like App Store late last year.