Benefits to enterprises include: They can create curated lists of publicly available apps, those they've developed themselves, and others purchased directly from the maker, then limit workers to only those apps by disabling access to the Windows Store itself.
IT departments will be able to manage app availability, licenses and devices using their preferred mobile device management (MDM) tools, such as Microsoft's Intune. Employees will be able to use Active Directory (AD) or Azure Active Directory (AAD) accounts, rather than their personal Microsoft accounts, to acquire the organization's apps.
Niehus also said that the Windows Store for Windows 10 will stock desktop applications and "other content," although he didn't elaborate on what the latter might be.
For its part, Apple's plans allow organizations to buy iPhone and iPad apps (iOS) and Mac applications (OS X) in bulk, then distribute redeem codes to employees, who use those codes in the App Store or Mac App Store.
IT can manage the program using its preferred MDM solution, and an organization's finance department can buy what the Cupertino, Calif. company calls "Volume Purchase Program Credit" using purchase orders or through its existing Apple account.
The Technical Preview of Windows 10 that was released Wednesday still relies on the Windows Store designed for Windows 8 and 8.1, but Microsoft has stressed that the sneak peek was unfinished and would be regularly refreshed from now until the final version ships in mid-2015.
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