The Anniversary Update of Windows 10 is set to roll out this summer. According to a report by Neowin, Microsoft’s recently released slide deck, states that Windows 10 will feature more ads on the Start Menu screen. These ads are for apps that are for sale in the Microsoft Store.
The promoted apps, aka "programmable tiles", are Windows 10 advertisements, which feature in the apps list, lock screen and the Start Menu. Currently, there are 5 promoted apps and Microsoft is planning to increase this to 10. Meanwhile, the static apps that appear will be decreased from 17 to 12.
According to the company, the reason behind this is to "introduce users and expose them to the Windows Store". A few of the promoted apps are already pre-installed, but Microsoft states that these can be fully uninstalled and also removed from start menu. It is also speculated that this is a technique that Microsoft is using to attract developers to its Windows Store. The Windows 10 Anniversary Update is expected in July.