Microsoft challenges Apple's business model with new Windows 11 operating system

FILE PHOTO: A Microsoft logo is pictured on a store in the Manhattan borough of New York City, New York, U.S., January 25, 2021. REUTERS/Carlo Allegri

(Reuters) -Microsoft Corp on Thursday showed Windows 11, its first major operating system revamp since 2015 with new changes that take direct aim at Apple Inc's lucrative App Store business model.

Windows 11, which will hit the market by the end of this year, will include a new Windows Store that will let software developers use their own in-app payment systems and pay no commissions to Microsoft. It will also let users both find and run Android mobile applications on their laptops and PCs, thanks to technology assistance from both Amazon.com and Intel Corp.