Microsoft is rebranding the Windows Store as 'Microsoft Store' on Windows 10

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Microsoft is changing the name of the built-in Windows Store app on Windows 10 to "Microsoft Store."
Microsoft is rolling out an update for Insiders in the Release Preview ring for Windows 10 that rebrands the built-in Windows Store app as "Microsoft Store" along with changing its icon in Start and on the Taskbar.
The rebrand is currently in testing with Insiders, and outside of the rebrand itself nothing else appears to have changed in the app. Microsoft may be planning to start selling more than just digital content in the built-in Windows 10 Store app, hence its rebrand to "Microsoft Store."

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