One of the most important (and unexpected) innovations in Windows 11 is support for Android applications – users will be able to run games and programs for the “green robot” both thanks to APK files and using the built-in Microsoft Store from Amazon. But why did Microsoft choose the Amazon catalog for this, and not Google Play, which has significantly more applications?
Based on information from insiders, the authoritative publication Android Authority identified three reasons that could have influenced Microsoft’s decision. It seems that the American company was not mistaken at all, quite the opposite – it acted pragmatically and concluded the most profitable deal for itself.
Microsoft and Amazon have partnered before, and they have a common enemy
This isn’t the first time Microsoft has struck a major deal with Amazon. In 2018, developers allowed the Amazon Alexa voice assistant to be integrated into Windows 10, in response to which the virtual assistant made friends with Skype. Given the warm relationship, the companies are unlikely to have much difficulty discussing the integration of Android apps and Windows 11.
It’s also no secret that Google is a competitor (or enemy, to put it bluntly) for Microsoft and Amazon. Both companies have compelling reasons to push back the “corporation of good” – for example, Microsoft’s desire to crush the computer operating system Chrome OS or Amazon’s desire to develop alternatives to the Google Play Store and Google Assistant. The collaboration between Microsoft and Amazon allows both of them to achieve their goals – the former gets Android support in Windows 11. The latter gets the desired fame for its app store, all without sponsoring a major competitor.
The simple question of money should not be ruled out. Both Amazon and Google are huge corporations, but Amazon is significantly less dependent on its Android app store than Google. It is not known whether the “corporation of good” considered the possibility of integrating its store with the Microsoft Store in principle. Still, Amazon could certainly offer a significantly lower price.
Microsoft has been competing with Google for years, and their relationship is not very warm.
The rivalry between Windows and Chrome OS is far from the beginning. These IT giants have already fought in mobile operating systems, voice assistants, and search engines – everyone knows the winner of these battles. So why would Microsoft involve its long-term rival to bolster its position? Especially after some pretty tense moments in the past.
It is worth remembering at least the situation with Windows Phone and YouTube. Microsoft desperately wanted a video hosting client on its operating system, but Google still didn’t release one. Then the Redmond giant released its YouTube client for Windows Phone. In response to which Google blocked this application from accessing the service, Microsoft accused the “good corporation” of deliberately obstructing the development of Windows Phone to give Android an advantage. It is possible that after this incident, Microsoft had no plans to conclude an agreement with Google regarding Windows 11.
But that doesn’t mean corporations never work together. For example, they collaborate on browsers (previously Microsoft Edge switched to Chromium) and web standards. However, Microsoft may be more than offended to suggest Google embed the Play Store in Windows – it would be an admission of defeat and funding of the main competitor.
Google might just not want to embed their store in Windows
It should not be ruled out that Microsoft’s decision to choose Amazon may result from its failure to reach an agreement with Google. The Good Corporation might not be interested in this since this solution would negate one of the main advantages of the computer operating system Chrome OS (native support for Android applications) and, at the same time, would fuel Windows.
Google’s fears could be different – the widespread availability of games and programs for the “green robot” could depreciate Android, making it a “one-time” platform. If virtually any device that Apple hasn’t had a hand on can run Android apps, then what’s the point of using Android itself?
It is possible that for Google, it was also a matter of pride. Some would view the integration of Google Play into Windows due to desperation and admission that Chrome OS by itself is not capable of popularizing Android applications on computers. On the other hand, if Microsoft negotiated with Google, the latter might decide it was better to rely on Chrome OS with a smaller market share than to kill one of the platform’s main strengths.