Welcome to the Microsoft App Lab

With the introduction of Windows Phones, Microsoft made a definitive step against Apple’s iPhone that it is in no way limited to the devices themselves. While it remained loyal to original equipment manufacturers only supplying the operating system and not building the phone itself, Microsoft also debuted its own online store to accompany Windows Mobile 6.5 to the market. On October 6th, the Redmond company introduced Windows Marketplace for Mobile along with the new Windows Phones and Windows Mobile 6.5. Designed to rival Apple’s App Store for the iPhone, the Windows Marketplace for Mobile is obviously lagging in terms of the sheer volume of programs made available.

And while the marketplace that the Redmond company has set in place for Windows Mobile is bound to grow, publicity can only help. And in this regard, smart advertising, the kind that pokes fun at your rivals, is always welcomed. Just check out the video embedded at the bottom of this article. According to the latest statistics, the Apple App Store now features north of 85,000 items.

Microsoft argues as subtly as it can that the vast majority of applications Apple offers iPhone users through its own marketplace are useless. The video commercial is a clear jab at Apple’s “there’s an app for that” message from its own advertising effort. When it debuted earlier this month, Windows Marketplace for Mobile offered users of Windows Phone under 300 applications. Still, according to plans the company shared early on after the introduction of Windows Phone, users should be expecting much more in the future.

“Following this launch with an update that will include support for Windows Mobile 6 and 6.1 by the end of the year. More specifically, we’re targeting November for phase two. In addition, this second phase will bring the PC based catalog and shopping experience, user generated app reviews, advanced key-based anti-piracy protection and other enhancements that expand your business opportunity and make it easier for a larger number of customers to find and buy your application,” revealed Microsoft’s Todd Brix.