Microsoft recently released a new optional preview update for Windows 11, bringing in a new feature. These changes are expected to be included in all Windows 11 devices as part of the May 2024 cumulative security update. The testing and rollout of these changes happened quickly, primarily limited to Windows 11 users in the United States. There were suggestions that the change might be withdrawn before it was introduced in stable versions of Windows 11, but a slightly modified version of the feature has now been incorporated into the optional update for Windows 11 Stable.

In this update, advertised apps will now be labeled as “promoted,” distinguishing them from user-installed apps. For instance, a screenshot shows a promoted label for the Opera Browser with the description “browse safely.” It is uncertain whether the descriptions for these promoted apps are added by the product owner or by Microsoft. Other than this, there are no significant visible changes, except that the Recommended section of the Start menu will now display some Microsoft Store apps.

These apps originate from a curated selection of developers, aiming to facilitate users in discovering great new apps. This update inherently disables the feature in the Windows 11 Start menu, prompting users to consider their experiences and thoughts regarding these changes.