In a clear dig at rival Apple Inc., Microsoft Corp. today published a series of principles for its Windows 10 store that includes fair pricing and not restricting developers on in-app purchases.

The “10 principles for the Microsoft Store on Windows” builds on ideas and the work of the Coalition for App Fairness, a group that demands a fair deal from Apple and Google LLC and aims to promote choice, ensure fairness and promote innovation on Windows 10.

At the top of the list, Microsoft says developers will have the freedom to choose whether to distribute their apps for Windows through the app store and that Microsoft “will not block competing app stores on Windows.” There’s only one company that blocks alternative app stores: Apple.

Taking the direct comparison to Apple further, the second principle notes that Microsoft will not block an app from Windows based on a developer’s business model or how it delivers content and services.

The third principle could refer to both Apple and Google in that Microsoft says it will not block an app from Windows based on a developer’s choice of which payment system to use for processing purchases made in its app. In-app processing is at the center of the legal action taken by Epic Games Ltd. against both Apple and Google.

Both tech giants insist that all payments in apps offered in their respective stores must be made through them, along with a 30% cut deducted. Microsoft is saying that developers can run payments as they please.

On the subject of fees, one of the principles states that “our app store will charge reasonable fees that reflect the competition we face from other app stores on Windows and will not force a developer to sell within its app anything it doesn’t want to sell.” That appears to be a direct reference to Apple forcing apps to have in-app purchases, as was the case with WordPress. In August, WordPress was denied the ability to update its iOS app unless it agreed to add in-app purchase. Although Apple did reverse the block on WordPress, the policy remains.

Further principles include a commitment to giving developers access to information about interoperability interfaces as well as giving them access to the app store as long as it meets requirements on grounds such as security, privacy, quality, content and digital safety. Developers will also be free to communicate directly with their users.

The final principles include a commitment to protecting developer privacy, a commitment to transparency and a pledge that Microsoft will hold its own apps to the same standards to those of competing apps.

Although never mentioning Apple once, Microsoft rounds out its announcement by noting that regulators and policymakers are currently reviewing issues around digital platforms and that it believes its model can serve as a productive example. The main company being investigated for anticompetitive practices when it comes to apps is Apple.

Image: Microsoft