Why Microsoft Is Bringing Android Apps To Windows 10

18 January, 2021 Technology

Why Microsoft Is Bringing Android Apps To Windows 10

 

Microsoft launched Project Latte in 2020 to bring Android apps to PC and Windows 10 via the Microsoft Store, but the question on everyone's mind is: Why?

 

In December last year, Microsoft launched Project Latte. The initiative aims to find a way to get Android apps running on computers with Windows 10 installed by working with developers to ensure the apps are compatible and then listing them on its official store.

 

It isn't the first time the company has done something like this either. Back in 2015, Microsoft launched the Astoria project in an attempt to create bridge functionality for apps written for iOS, web, and Win32. The idea was to encourage developers to use the bridges to adapt their apps to be functional on Windows 10.

 

They wanted more apps to be created using the Universal Windows Platform. However, the plan ended up working too well. The bridges were so good that most apps could function without the need for changes to the original code, so many apps still did not use UWP despite being listed on the Microsoft store. Astoria was cancelled in early 2016.

 

So why are they trying again, and why now? The prevailing theories all point towards competition; some think it is part of Microsoft's strategy to compete with Google's Chromebook laptops and tablets that can run Android apps.

 

Still, others think it is the technology giant hitting back at Windows 10 emulators like BlueStack that run a custom windows-like operating system that also enables users to run Android apps. Another theory states it is Microsoft trying to bring the Windows Phone back from an early grave.

 

The final, and probably most outrageous suggestion is that Microsoft will use this to tackle Google head-on because Android apps available to Windows via Project Latte would not support Google Play. Considering the number of previous failed attempts at this, including by Amazon, and the fact that Microsoft already supports Google Play services and the Google Store on its Surface Duo line of devices, this seems incredibly unlikely.

 

However, what if it is none of these things? What if it is just Microsoft reading the room and making an executive decision based on the prevailing market conditions? The global economy began to change drastically in 2020 after all.

 

The situation across the world meant that millions of people began working and spending the vast majority of their time at home. This change means that where once there was a need for quick access to useful applications via mobile phones on the move, this is now no longer the case for many people.

 

That being said, consumers are still very loyal to brands, goods, and services that have served them well. People aren't quick to jump ship, as the many failed competitors to apps like WhatsApp can attest.

 

In an environment where people are spending more time at home on their personal computers and have less need for on-the-go access and their mobile phones, it makes complete sense for Microsoft to find ways to provide their users with access to their favourite and most-used apps through Windows 10 and their home PC.

 

Applications are a prevalent part of every industry and aspect of life these days, from business, workplace organisation, personal growth, and even entertainment. In 2020, Google Play's best app was a sleep readiness app, while users voted the Disney Plus app as their favourite for the year. The food delivery industry also saw a rise in the usage of their apps, with UberEats and DoorDash being two of the frontrunners in downloads. In the past, it made no sense for Microsoft to get involved because it was all done on mobile phones on the go. But, now, they might have found a way in without having to build a whole range of brand new apps to compete with the established ones.

 

To take the sports industry as an example, if Microsoft makes it so that all live streaming and cricket betting apps are available to download and use with Windows 10 they could potentially add millions of users to their platform. And, failing that, provide a reason for those people to spend more time using Windows 10 if they are already on the platform, keeping them within the Microsoft ecosystem.

 

In the past, it made no sense for Microsoft to get involved because it was all done on mobile phones. But, now, they might have found a way in without having to build a whole range of brand new apps to compete with the established ones.

 

While they will not be directly competing in that space and haven't spent the time and money developing their own app, they will have access to all users, which is incredibly important for a company like Microsoft.

 

So, the short answer to why Microsoft is attempting Project Latte where Astoria failed (kind of), even among all the exciting theories, could be as simple as that it just makes sense.

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