Deploying Apps from Platform-Specific App Stores Using Microsoft Intune
Application deployment is one of the core responsibilities of endpoint administrators. With Microsoft Intune, organizations can deploy and manage apps across Windows, macOS, iOS, and Android devices directly from the app stores native to each platform. This approach ensures apps are delivered securely, consistently, and with minimal user intervention.
In this guide, we’ll break down how app store integration works for Windows (Microsoft Store), Apple platforms (iOS/iPadOS/macOS via Apple App Store), and Android (Google Play Store). You’ll also learn about the deployment process, assignment options, limitations, and exam-specific takeaways that you need to know for MD-102.
1. Microsoft Store Apps (Windows)
Supported App Types
Intune supports two categories of Windows apps from the Microsoft Store:
- Universal Windows Platform (UWP) – modern apps designed for Windows 10 and 11, such as Microsoft To Do or Calculator.
- Win32 (.exe, .msi) – traditional desktop apps. With the new Microsoft Store integration, Win32 apps can be deployed the same way as UWP apps, eliminating the need to wrap installers in
.intunewinfiles for many scenarios.
Deployment Method
- Open Microsoft Intune Admin Center
- Go to Apps > All Apps > Add > Select App Type
- Choose Store app > Microsoft Store app (new)
- Search or browse for the app within the Intune interface
- Configure assignment (Required, Available, or Uninstall)
Features
- Search and Browse: Admins can directly search the Microsoft Store within Intune, removing the need to manually download installers.
- Assignment Flexibility: Apps can be:
- Required – automatically installed on targeted devices.
- Available – shown in the Company Portal for optional installation.
- Uninstall – removed from targeted devices.
- Automatic Updates: Apps deployed via the store are updated automatically.
- Context Control: Install in system or user context, depending on whether the app is needed per-device or per-user.
Limitations
- Paid apps cannot be deployed.
- ARM64 installers are not supported.
- Apps cannot install during the Enrollment Status Page (ESP) phase of Autopilot.
💡 Example for Practice:
An enterprise deploying Microsoft Teams (Microsoft Store version) can push it as a Required app for all users. Updates will be handled automatically through the store, reducing admin overhead.
2. Apple App Store Apps (iOS, iPadOS, macOS)
Supported App Types
- Public App Store apps – any app available in Apple’s App Store (e.g., Outlook, OneDrive).
- Volume-Purchased Apps (VPP) – when integrated with Apple Business Manager (ABM), organizations can buy app licenses in bulk and manage assignments centrally.
Deployment Method
- Open Intune Admin Center > Apps > Create
- Select App type > Store app > iOS Store app
- Search by name or paste the App Store URL
- Configure assignment (Required, Available, Uninstall)
Features
- Search or Direct URL: Apps can be located by searching the App Store or by pasting the app’s direct link.
- User-Based Assignment: Apps can be assigned to specific users or groups.
- VPP Integration: Licenses from Apple Business Manager can be synced with Intune, ensuring app license compliance.
- Company Portal Integration: Users see available apps in the Company Portal, making self-service installation possible.
Limitations
- The app must be publicly available in the App Store. Private enterprise apps must be distributed differently (e.g., custom apps or LOB apps).
- App update behavior is controlled by Apple, not Intune. Administrators have limited control over update timing.
💡 Example for Practice:
A healthcare organization deploying Epic Haiku to iPhones can integrate VPP with ABM, assign licenses through Intune, and ensure all staff have access without requiring Apple IDs.
3. Google Play Store Apps (Android)
Supported App Types
- Public Google Play apps – standard apps such as Outlook or OneDrive.
- Managed Google Play private apps – custom business apps uploaded privately to the Play Store.
Deployment Method
- In Intune Admin Center, go to Apps > Android > Create
- Select App type > Store app > Android store app (Managed Google Play app)
- Use the Managed Google Play iframe within Intune to browse, search, and approve apps
- Assign apps as Required, Available, or Uninstall
Features
- Managed Google Play iframe: Provides a direct link to the Google Play catalog from within Intune. Admins can approve apps before assigning them.
- Deployment to Android Enterprise Devices: Apps can target:
- Work Profile devices (BYOD scenario – apps deployed only to the work container)
- Fully Managed devices (corporate-owned scenario – apps deployed across the device)
- Flexible Assignments: Required, Available, or Uninstall options supported.
Limitations
- Android Enterprise setup is required before apps can be assigned.
- Apps must be approved in Managed Google Play before deployment to users.
💡 Example for Practice:
A retail company rolling out Square Point of Sale to corporate-owned Android devices must first approve the app in Managed Google Play, then deploy it as Required for store managers.
4. Exam-Focused Knowledge (MD-102)
For the exam, pay special attention to:
- Deployment Steps: Know how to add apps from each store in Intune.
- Assignment Types: Required, Available, and Uninstall.
- Update Behavior Differences:
- Microsoft Store: Automatic via Intune.
- Apple App Store: Controlled by Apple.
- Google Play: Controlled by Google Play policies.
- Limitations and Gotchas:
- No paid apps in Intune deployments.
- ARM64 installers not supported (Windows).
- ABM and VPP tokens required for Apple.
- Android Enterprise must be set up for Google Play deployment.
- Context Requirements: System vs User context for Windows apps.
Additional Resources
- Microsoft Docs: Add Microsoft Store Apps to Intune
- Prajwal Desai: Deploy Microsoft Store Apps using Intune
- TechCommunity: Deploying Applications With Intune
- CloudInfra: Deploy Microsoft Store Apps
- Bearded365Guy: Install Apps with Microsoft Intune
