Microsoft recently rolled out a fresh update (KB5037000) for Windows 11 Insiders in the Beta Channel. Alongside introducing new interactive elements for Windows Spotlight, the update also comes with a not-so-welcome tweak: more app recommendations (that essentially are ads) in the Start menu.

These recommendations pop up in the Start menu’s “Recommended” section and will show apps from the Microsoft Store based on your recent app usage. This means you might encounter app suggestions that don’t quite match your interests.

Currently, the Start menu organizes apps into “Pinned” and “Recommendations” sections. The latter usually includes recently used files or apps, newly installed applications, and even tips for utilizing new Windows features.

Now, with the latest update, recommendations from the Microsoft Store have been added, giving off an ad-like vibe.

While these recommended apps might not directly come from app developers paying for placement, Microsoft does earn revenue from apps distributed through its store. Thus, from a user’s perspective, it can still feel like advertising.

Microsoft-Store

There is some good news, however. You can disable the feature entirely. Simply head to Settings > Personalization > Start and turn off the toggle for “Show recommendations for tips, app promotions, and more.”

Additionally, this change currently only affects Insiders in the Beta Channel and on personal devices, meaning work computers (often managed by organizations) are not impacted for now.

Most importantly, Microsoft hasn’t confirmed if this feature will make it to the final release of Windows 11. The company is using the Insider program to gather feedback, and based on user response, they may decide to scrap the idea altogether.

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