Microsoft released a new optional preview update for Windows 11 this week, introducing a feature that will roll out to all Windows 11 devices as part of the May 2024 cumulative security update. The testing and rollout process occurred at a record pace, initially limited to Windows 11 users in the United States. There were hints that the change might be pulled before landing in stable versions of Windows 11. A slightly modified version of the feature has now landed in the optional update for Windows 11 Stable, with advertised apps sporting a “promoted” label to distinguish them from user-installed apps.

The screenshot depicts a promotion for the Opera Browser, including the promoted label and the description “browse safely.” It remains unclear who adds descriptions to listings – whether it is the company that owns the product or Microsoft. Beyond these changes, nothing else appears to have changed. The Recommended section of the Start menu will show some Microsoft Store apps, sourced from a small set of curated developers, to help users discover great available apps.

This feature can be disabled in the Windows 11 Start menu.