Microsoft positions Windows as a single marketing platform for apps.
Just one month after introducing “universal” apps running on both Windows 8.1 and Windows Phone 8.1 with the launch of “Halo: Spartan Assault”, Microsoft now allows developers to bundle apps which are still specific to each platform.
From now on, developers can opt to link two OS-specific versions of the same app. Then, when a user buys one of these versions on one platform, he automatically gets access to the other version on the other platform for free. From a marketing point of view, this should result in a universal-like experience: One buys an app once and can then use it on all Windows-powered devices.
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The strange thing, though, is that a developer doesn’t need to sell both versions at the same price. Theoretically, a user could buy a Windows Phone app sold at a lower price and would then be able to download a higher priced Windows version on his tablet or laptop at no additional cost.
This could presumably lead to some frustration in the opposite situation, if a user discovers he could have paid less than the price he actually paid by buying the app on another device.