Windows 10 Anniversary Update: Improved Cortana, Face Recognition Set Off; Promoted Apps, Ads In Start Menu

Windows 10 free update is set to be released in summer, as announced by Microsoft during its Build conference. Also called the Windows Anniversary Update, it is expected to offer features like improved Cortana and security options for facial recognition.

The Windows 10 update, however, is also rumored to bring more number of promoted apps and ads that pop out in the Start Menu. In the slideshow presented  by Jessie Labayen, Microsoft's Principal Program Manager, it seems that the MS static apps  is going to diminish from 17 to 12. On the other hand, promoted apps is projected to increase from five to 10, while select Windows Inbox Apps is going to be distributed through Promoted Apps.

The objective is supposed to reduce the OEM image creation and complexity, including the deployment and maintenance time. Having said that, the users are going to take the control  and be able to eliminate whatever they wish in order to save up some disk space. In addition to this, the ads and apps are going to be installed to introduce users, as well as familiarize them to the Windows store. Also, Microsoft wants the user to discover and be part of the locally important and high quality apps, according to Digital Trends.

Meanwhile, this is not the first time that the company has received a lot of attention concerning the promoted apps. In May 2015, Microsoft revealed that it will install Candy Crush automatically to the users' PC upon the Windows 10 download.  Early this year, the company gave some indications that it was working on helping app developers to earn more revenue. In fact, during the  Build conference, Terry Myerson and Satya Nadella confirmed of a new Microsoft Monetization and Store Engagement software development kit for developers, which includes the company's current advertising SDK and new services.  

Microsoft has also unveiled an affiliate program that comes with four developer tools, which are an enterprise data feed,  a link builder, a set of pre-generated banners and a top content data feed, Fortune reported.