Windows Marketplace vs App Store and Android in 2009

In late 2009, Microsoft introduced Windows Marketplace for Mobile alongside the release of Windows Mobile 6.5 to counter the surging momentum of Apple's App Store and Google's Android Market. This article compares how Microsoft's late-entry digital storefront measured up against its primary rivals in catalog size, developer policies, user experience, and overall market impact during a critical turning point in smartphone history.

App Selection and Catalog Size

By the time Windows Marketplace for Mobile launched on October 6, 2009, Microsoft was already facing a massive deficit in software availability:

  • Apple App Store: Having launched in July 2008, Apple crossed 100,000 available applications by November 2009. The platform featured dominant mainstream adoption, capturing virtually all major mobile games and utility developers.
  • Android Market: Launched in October 2008 alongside the HTC Dream, the Android Market was expanding rapidly, hosting approximately 10,000 to 15,000 apps by late autumn 2009.
  • Windows Marketplace for Mobile: Microsoft debuted its store with just 246 applications. By the end of 2009, that number had grown to only around 800 apps.

While Windows Mobile had a vast historical catalog of software dating back nearly a decade, these legacy programs could not be seamlessly migrated into the Marketplace without developer updates and Microsoft certification. Consequently, users still relied heavily on external websites like Handango and PocketGear to acquire software.

Developer Policies and Pricing

Microsoft struggled to generate developer enthusiasm due to costly and restrictive submission guidelines compared to the competition.

  • Apple: Required an annual fee of $99, which allowed unlimited submissions, alongside a standard 70/30 revenue split in favor of the developer. Apple’s review process was strict, but the massive user base made it lucrative.
  • Google: Took an open, low-barrier approach with a one-time $25 registration fee, the standard 70/30 split, and automated approvals that made publishing instant.
  • Microsoft: Matched the 70/30 revenue split and the $99 annual fee, but severely limited the benefits. The $99 fee covered only five application submissions; every additional submission or update cost an extra $99. This prohibitive fee structure alienated indie developers and hobbyists who had supported Windows Mobile for years.

User Experience and Operating System Integration

The app stores in 2009 reflected the architectural maturity of their underlying operating systems.

  • Apple App Store: Integrated tightly into iOS and iTunes, the App Store was optimized entirely for capacitive multi-touch displays. Browsing, purchasing via stored credit cards, and installing apps was fluid, reliable, and required no technical knowledge.
  • Android Market: Provided seamless integration with a user’s Google account. It allowed over-the-air installation directly from the device with automatic updates, fitting the increasingly connected nature of the platform.
  • Windows Marketplace for Mobile: While it provided a centralized, touch-friendly on-device catalog, it was tied to Windows Mobile 6.5—an operating system fundamentally rooted in legacy Windows CE code. Most devices still used resistive touchscreens requiring styluses, and app performance varied wildly across diverse hardware configurations. Furthermore, purchases were tied to Windows Live IDs, but the store suffered from frequent connection errors, slow download speeds, and regional restrictions at launch.

The Verdict in 2009

Windows Marketplace for Mobile was an emergency stopgap rather than a competitive platform. Apple held a commanding lead in quality, consumer trust, and commercial viability, while Google’s Android Market offered an accessible, rapidly expanding open alternative. Microsoft arrived too late with too few apps, burdened developers with excessive fees, and tethered the store to an aging operating system. Within months of its debut, Microsoft acknowledged the limitations of the platform, shifting resources toward the clean-slate redesign that would become Windows Phone 7 in 2010.