It comes as no surprise that Microsoft may have opted for this approach, as Apple had blocked cloud gaming services such as xCloud and Google Stadia from its App Store. The reason being that these services are offering games that are not sold on the store, which are also obtainable from other platforms. Prior to this, Apple offered both companies a proposal where they are required to individually submit the games offered on their services as separate apps that are purchasable via App Store. Only by complying with these rules, xCloud and Stadia would then be allowed to operate on the iOS platform. Both companies, as expected, declined Apple’s offer.
On a separate note, Microsoft recently introduced 10 new principles to its Windows app store in order to promote “choice, fairness and innovation” to developers. This assured that their apps can be distributed through the company’s store or other competing digital storefronts without any unfair restrictions or repercussions. (Source: Business Insider)
