The news: Microsoft is breaking down its ecosystem in response to the EU’s Digital Markets Act (DMA). The company is allowing users in the EU to uninstall Edge and the Microsoft Store and suppress Bing prompts under new Windows 10 and 11 updates.

As a result of these changes, the store itself is no longer needed for app updates on Windows, and nag screens to set the Edge browser as default will stop unless they are manually enabled, per Tech Times.

Democratizing third-party apps: Microsoft’s EU users will have broader control over how they search, browse, and install apps—reducing friction and giving Chrome, Firefox, Brave, and other browsers a fair shot. But there could be downsides.

• Microsoft-dependent brands may lose default exposure, while rivals gain ground with users seeking freedom.
• Removing defaults like Edge and Bing may fragment user experience and reduce cross-product synergy.
• With fewer built-in tools, Microsoft could lose user data, impeding personalization and targeting for advertisers.

Beyond the EU: Outside Europe, Microsoft’s defaults still dominate. US and global users remain tied to Edge, Bing, and the Microsoft Store. 

The EU changes set a regulatory precedent that other regions could adopt for similar changes elsewhere—especially as regulators, users, and competitors demand parity.

Key takeaway: Microsoft’s DMA changes give control back to the user. For marketers, it signals that they can no longer count on built-in exposure and might have to work harder to be seen across an increasingly fragmented ecosystem.

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