While Apple fights to maintain its strict App Store rules and its 15-30% cut of all purchases and subscriptions, Microsoft is taking the opposite approach. The company on Wednesday announced major changes to the Microsoft Store that will make it fairer, more open, and more transparent.

Its new Open App Store Principles — which include allowing developers to accept alternative payments systems without fear of retribution — are designed to show that Microsoft (unlike Apple) is committed to adapting to new regulation that promotes competition in app markets.

Apple fans who also use Windows can download an updated version of iCloud from the Microsoft Store today. This brings an improved iCloud Drive experience for Windows 10 users.

It follows on the heels of iTunes for Windows appearing in the Microsoft Store this spring.

Microsoft is developing a “Movies & TV” app for Android and iOS in an effort to boost downloads from the Microsoft Store, according to a new report.

Customers can enjoy content purchased from Microsoft only on Windows platforms for now. The company hopes that by supporting new platforms, it will encourage more people to use its store over competitors like iTunes.

It’s okay to use a PC alongside your Mac, but you’ll find that some of the best macOS features aren’t available in Windows. One of those is Finder’s awesome preview function, but you don’t have to live without it.

QuickLook is a free app that brings the same preview feature to Windows 10’s File Explorer.

Apple plans to shut down the Texture app for Windows following its acquisition of the magazine subscription service back in March. The app remains available to download from the Microsoft Store for now, but it will stop working on June 30.

iTunes is finally available to download from the Microsoft Store for the first time.

The release makes it possible for Windows 10 S users, who cannot install applications obtained from third-party sources, to get their hands on Apple’s popular entertainment platform. This version of iTunes is exactly the same as the one available through Apple’s website.

Whether it’s DJs using MacBook Pros at their openings or shots of them looking emptier than a Killian Bell surprise birthday party, Microsoft Stores have long been a bit of a punchline compared to the crazy success of Apple’s own brick-and-mortar retail outlets.

But a new report underlines just how poorly Microsoft Stores are doing as they finally crawl past the 100 store milestone — but without being able to attract a significant number of customers along the way.

Microsoft officially opened its flagship store on NYC’s historic Fifth Avenue today just blocks away from Apple’s iconic glass cube, and it’s taken a few pages from the iPhone-maker’s playbook in the process.

The doors to Microsoft’s new store opened just in time for the release of the new Surface Book and Surface Pro 4, but Microsoft says it’s totally cool if Apple fans bring in their devices too.

“If you bring your iPhone in here, I’d love to show you how to use Office on it,” said Kelly Soligon, senior director of retail stores marketing at Microsoft. There are signs of Apple’s influence throughout the store through, from the giant glass facade to the glass staircase.

Take a look inside:

Microsoft has copied (or “been inspired by”) many, many Apple innovations over the years, and now it’s set to copy the location of its most famous Apple Store of all.

That’s right: the Windows maker is set to open up shop with a retail store just blocks from Apple’s iconic Fifth Avenue glass cube. The new “flagship” Microsoft Store will move into a location previously occupied by Fendi.

“This is a goal we’ve had since day one — we were only waiting for the right location,” Microsoft’s corporate vice president for retail stores said in a statement. “And now we have it.”

Were you crazy enough to brave the murderous masses of people looking for deals on Black Friday this year? If you stopped by the Apple Store to get a cheaper MacBook or something, you probably noticed that the Apple Stores were even more crowded than usual. But then if you went over to a Microsoft Store it looked like just a normal day.

Here’s a video that compares the amount of people visiting the Microsoft Store and the Apple Store. Surprise, Apple won on Black Friday.