How close is Windows Phone to closing the "app gap"?

This article may contain personal views and opinion from the author.
How close is Windows Phone to closing the "app gap"?
As we look to 2014, it is a good time to take a look at how far Windows Phone has come. Android is undoubtedly the king of the mobile market, and iOS is still strong as ever, but Windows Phone has been continually making gains and proving itself as a proper third pillar in the mobile world. Microsoft and more specifically Joe Belfiore have made some bold statements about the platform, and how it is going to close the "app gap" in 2014. 

It has been a while since I have been able to really dig into the Windows Phone platform and see how things are going. Early last year, I decided to live with Windows Phone for a couple months in order to really get a feel for the platform, but I ultimately came back to Android. A couple weeks ago, I picked up a Nokia Lumia 1520 to freshen up, and the first thing I wanted to look into are Microsoft's recent claims that the platform is quickly closing the "app gap".

The first thing I did was install Microsoft's own "Switch to Windows Phone" app on my Moto X to see what Microsoft would suggest as far as apps. Out of the 119 apps on my Moto X (not counting Motorola apps, settings, apps that can't exist on Windows Phone like SwiftKey, and stock apps like Phone), Microsoft claimed to have found 89 matches, which is a pretty solid number. Unfortunately, once I started looking at the list itself it became clear that the term "match" was being used quite liberally. For example, Microsoft wanted to claim that The Sims 3 was a match for a calendar app, Pageonce was a match for Verizon FiOS, DIRECTV was a match for another Verizon FiOS app, and Wells Fargo was a match for Citizens Bank. 

Things got worse before they got better once I actually dove into the Windows Phone Store, because some apps, like NBA Game Time, weren't available for my device; and, many "apps" were really nothing more than HTML wrappers that pointed to mobile websites. If you're switching to Windows Phone, always be wary of an app that is 1MB or smaller, and always check the screenshots. And of course, there is still the Google issue.

The Google issue

Whether you like it or not, you can't really start a conversation about the app ecosystem on Windows Phone without talking about Google. Luckily, the problems may not be as bad as you have been hearing. Obviously, if you live a Google life, you'll be disappointed with the offerings overall; but frankly, why are you choosing Windows Phone if you live a Google life? On the other hand, if you just need a couple major Google services (namely YouTube and Gmail), you may be surprised at what you can find on Windows Phone. 

It has been widely covered that Google is not putting resources into building apps for Windows Phone, because Google says that the platform doesn't yet have enough users to warrant the effort. It's the same reason why Google used to make apps for BlackBerry, but doesn't make apps for BlackBerry 10, and why we shouldn't expect to see official Google apps for new platforms like Tizen, Ubuntu Phone, or Jolla (not counting official apps taken from the Google Play Store, which can be run on some new platforms). 

Because of this, the vast majority of Google "apps" that you'll find in the Windows Phone Store are just HTML wrappers of the mobile websites. There are some notable exceptions though. While there is no official YouTube app, there is one unofficial app that is just as good, if not better than what you would find in an official app. YouTube HD is one of the few apps that doesn't just point you to but gives you a proper Metro interface, makes it easy to get to your subscriptions, playlists, etc. And, there is even an option to download videos to watch offline, which was reportedly a big reason why Microsoft's YouTube app was blocked by Google. Although, it should be noted that because of Windows Phone's restrictions on background activity, large downloads will be interrupted quite a bit. Otherwise, there are also solid YouTube apps like MetroTube, which is one of the longest supported YouTube apps on the platform, and myTube which allows you to play YouTube as audio only and keep it on in the backgrounds. You certainly wouldn't get that in an official YouTube app, and while downloading videos and audio only are rumored to be coming to Android, we haven't seen it yet.

Additionally, there is a new app called MetroMail, which looks like a very promising option for Gmail. The stock mail app doesn't handle Gmail tags very well, and once again most apps you'll find just point you to MetroMail gives you a proper Metro UI with customizations so you can set which labels are shown (including the new Social, Updates, and Promotions auto-labels). It has Live Tile support and all. It is still a bit buggy - long press menus didn't really work for me - but it is getting constant support from the developer. The only downside is that it will cost you $1.49 and there is no free trial option, but that's a small price to pay for a quality app that you're likely to put into heavy use if you're a Gmail user. 

Beyond those two apps, pickings get slim, but at the same time I would again have to question why one would really need more than just Gmail and YouTube if you're going to be using Windows Phone. If you're going to choose a Microsoft platform, you should expect that the best experience will come from simply going all the way and using Microsoft services. Switch your files and photos to SkyDrive, your music to Xbox Music, use Bing/Nokia Maps, Bing search, and maybe Skype for messaging. If you stop expecting to find all Google all the time (which is what you should expect with Android), you'll be pleasantly surprised at what you can get on Windows Phone.

The viable alternatives and official apps

To be clear, I'm not asking anyone to lower their expectations when looking into Windows Phone. Rather, the key is to remember that just because something isn't an official app doesn't necessarily mean that it is worse. Just look at Twitter on literally every platform on the market right now - the official Twitter app is most often not the best Twitter app available. On Android, you have options like Plume and Carbon, iOS has Tweetbot, and Windows Phone has options like Mehdoh. The official Twitter app for Windows Phone isn't terrible, but what had been regarded as the best - Rowi - recently shut down because it hit the Twitter token limit. But, Mehdoh has some of the advanced features you would expect from a 3rd party Twitter app, like in-line photos and real-time streams; and, it has extra features like Instagram and Soundcloud integration. 

The point is that "unofficial" doesn't mean bad. And, especially when you're looking at the world of social media and messaging, there are definitely plenty of options on Windows Phone. For your messaging needs, you can get Skype, WhatsApp, LINE, WeChat, Kik, GroupMe, Viber, ChatOn, and Voxer. If you're more of a Snapchat user, there is 6snap, which is an unofficial but amazing Snapchat app from superstar developer Rudy Huyn. In addition to 6snap, Rudy Huyn makes 6sec (an unofficial Vine app) and 6tag (an unofficial Instagram app), both of which are more feature complete than the official Vine and Instagram apps available in the Windows Phone Store. 

Digging deeper on the social networking side of things, you have options for Facebook, Twitter, LinkedIn, Pinterest, Tumblr, Omegle, and Foursquare (both an official app and the unofficial 4th and Mayor, which is a great app). If you're in the dating scene, you've got options for Plentyoffish, Badoo,, and Bender. In the entertainment options, you can find Netflix, Flixster, IMDb, Hulu Plus, Spotify, Pandora, Shazam, TuneIn Radio, SoundHound, Plex, VEVO, and more. Best of all is that many of these apps have relatively high user review scores (with the notable exception of Spotify, because that app doesn't yet support the streaming radio feature.) Moving into other categories, there is a Waze app, PayPal, Mint, Evernote and solid options for various services that many may consider required apps for a mobile device like Pocket, Reddit, and Feedly (the best of which are Squirrel, Baconit/Readit, and Nextgen Reader respectively). 

Ultimately, it is really hard to say that the Windows Phone app ecosystem is lacking the major app types that you would want. Where you could still run into trouble is when you absolutely need to have a specific app, which may not have a counterpart in the Windows Phone world. The Windows Phone Store recently passed 200,000 apps, which is quite a large number all things considered. Obviously, it doesn't compare well to iOS or Android, where the app stores are over 1 million each, but 200,000 should still be enough to cover most of your needs.

The real "app gap" is in games

But, "most" isn't all, so there definitely is still an app gap right now. As I mentioned, a big portion of that gap will be in the form of specific apps that you may need on a relatively constant basis. Personally, the only apps that I would normally use regularly that I can't find on Windows Phone amount to Google+, Google Books, and a few banking apps. That's really about it when it comes to apps. 

For banking, you'd better have Chase, Bank of America, or Wells Fargo, or you're out of luck. And, as mentioned above, if you're as deep into the Google ecosystem as I am to be using Google+ and Google Books on a daily basis, Windows Phone may not be the best option for you anyway. Even so, the mobile websites for each of those has worked well in a pinch. I don't get the advanced features like annotating a book, or Auto Uploading of media to Google+, but I'm not completely shut off from the products; and, it's easy enough to grab the auto-uploaded media from SkyDrive and put what I want to on Google+ once I'm back on my home computer. 

You'll notice that the whole time I haven't yet used the word "games" when talking about what you should expect to find in the Windows Phone Store. I've done this for a couple of reasons that all mostly boil down to games being a much more divisive topic than apps. First, games are more dependent on being official than apps. Using 6tag instead of the official Instagram app isn't that big of a deal, especially since 6tag is objectively a far better and more complete app at this point. But, no one wants to play a clone game (like AE Fruit Slash, which is a clone that is higher on the top lists than the original Fruit Ninja), because it either misses out on a key element of the original game, or completely misses the point. For example, no one would want to play "Candy Village" instead of "Candy Crush" (assuming you would want to play either one in the first place), because it removes the entire social element to the game that is both the best and worst part about the game (depending on which side of the Facebook request you happen to be on). 

Second, gaming is a very personal choice. Some people refuse to play games on mobile all together. Some only play fairly casual games. Some like to find the indie gems, or stick mostly with the AAA titles. Personally, I don't really do a lot of gaming on my smartphone aside from a few casual games. I am far more likely to either play a game on my PS3, or on my tablet than I am on my phone; and, it's not even really a close race there, the PS3 is well ahead of the tablet, which is well ahead of the smartphone. 

Lastly, if you do play a fair amount of games on your mobile device, you may want the newest games as quickly as possible, because you've already played the games that have been out a while. This is where you're likely to hit something of a roadblock with Windows Phone. While there are quite a few good games for the platform, the newest of the new tend to come to Windows Phone last, and the delay could be quite a long one. For example, Temple Run 2 and Subway Surfers only just recently made their debuts on the platform in the last few months. Windows Phone has a couple quality exclusive games thanks to the power of Microsoft and Xbox, but Halo: Spartan Assault probably won't be enough to sustain you, unless you want to drop $16 on Final Fantasy III. 

If you were to just glance at the top games on Windows Phone compared to Android, you might think that there was a fair amount of parity. The vast majority of the top games on Windows Phone are very casual games, like Despicable Me: Minion Rush, Subway Surfers, Temple Run 2, and Angry Birds. You'd see known games like Where's My Perry?, Flow, or Frozen Free Fall. And, there are some quality Gameloft games, if that's your style, like Asphalt 8, Modern Combat 4, Real Soccer 2013, and Total Conquest.

But, more likely than not, you'll run out of quality games before you run out of apps that you need. You can try digging down into the specific categories for games, but you'll notice very quickly that the vast majority of the games fall into the Action/Adventure (aka endless runner) category, while most of the other categories are very thin. You certainly won't find any indie gems like Badland, A Ride into the Mountains, Plague Inc, Superbrothers Sword & Sorcery, or Dots; and, you won't even find big name titles like Plants v Zombies 2 or Grand Theft Auto. The games that you do find, like FIFA are likely last year's version, and not the newest option. 


At the end of the day, Microsoft could well be right in saying that the "app gap" will be closed in the coming year. On the app side of things, Windows Phone is already pretty close. It needs more apps to cover specific users in cases like banking apps, but the base has been set and will only continue to improve. Once the current set of official apps can catch up to the quality found in the unofficial apps, it is likely that more services will look at Windows Phone more highly. And, assuming Windows Phone continues its steady climb in platform market share, it seems likely that it will soon be widely considered the third major mobile platform (in the few places that don't yet think that). 

Given Microsoft's dominance of the desktop gaming market and strong brand recognition and success with Xbox, it is surprising that gaming is really where Windows Phone falls down. It seems like developers are pushing games to Windows RT more these days, and that could trickle down to Windows Phone. Additionally, the Windows Phone GDR3 update, which added support for quad-core processors, 1080p displays, and screen sizes in the 5 to 9-inch range could be a big step towards getting higher quality games on the platform. 

But, ultimately, the perceived "app gap" isn't going to be what holds back Windows Phone. Regular app developers are already making the move. Now, it is up to Microsoft to not just prove that developers are coming, but that game makers can make money on the platform. That can be a tricky situation, as we saw with Android, where game developers don't come because they don't think there is money to be made, but the lack of games is what leads to revenue totals being lower. Once developers see the revenue potential, or rather create that potential, we should see the game market for Windows Phone make a leap, and that will fully close the "app gap".



47. DKJnr

Posts: 24; Member since: Mar 11, 2013

If you still think there's an app gap between Android and WP then you probaly fall into one of the 3 categories: 1, never really used WP long enough to know the OS well and what it offers or 2, you love Android so stick with it (if you love it that much don't change) or 3, get over it and learn or adopt to the WP ecosystem. With outlook - which btw connects very well with gmail, Skydrive, office, Skype and a host of popular apps like whatsapp, the gap closed. Games, WP is still struggling, but not by much. If games ain't your thing then WP is actually quite good, fast and buttery smooth especially with the Lumia enhancements on both hardware and software.

46. cdgoin

Posts: 614; Member since: Jul 28, 2010

A lot of Apps arent NEEDED on WP.. as they are part of the phones base OS.. thats gets missed a lot by non-WP users writing articles.

38. Nimay_7

Posts: 26; Member since: Dec 04, 2013

why no Real Racing 3!!! :(

41. pookiewood

Posts: 631; Member since: Mar 05, 2012

Try Asphalt 8: Airborne

37. kabhijeet.16

Posts: 895; Member since: Dec 05, 2012

---many "apps" were really nothing more than HTML wrappers that pointed to mobile websites---.. I agree.. actually I also tested WP app store to check this app-gap.. My finding were similar to what author has concluded.. There was a gap of around 5 months between my tests and I noticed that it i growing. 5 months ago I was not able to find any good/suitable games and apps.. But now I have seen Games like Subway surfer, temple run 2, Tom Cat, Wheres my water, plant vs zombies, etc are now available which were missing 5 months ago.... I hope WP grows..

33. mikelemon

Posts: 95; Member since: Nov 21, 2013

Its not about the amount of apps. It is the quality of the apps. There are millions of apps in the iOS and android store but how many do you actually use?

34. tigermcm

Posts: 861; Member since: Sep 02, 2009

thank you very much sick of this app war on quantity seems like NO ONE cares about quality

45. elitewolverine

Posts: 5192; Member since: Oct 28, 2013

On average i would guess 50 apps on a standard consumer, 25 on a low consumer and 90-110 on a power type user. Heck PA used 102 on theirs. I have 96 on my htc 8x.

31. networkdood

Posts: 6330; Member since: Mar 31, 2010

I love how P.A. gets fixated on the so called apps gapps - remember when APPLE had a gazillion apps, then we found out and that quite a few them were never used by anyone. All this will take is more time, and Windows will be fine, just like Android was back when it was new.

29. pookiewood

Posts: 631; Member since: Mar 05, 2012

I'm sorry but the word "Google" does not belong in an article about Windows Phones "app gap". MS has its own ecosystem and Here Maps >>> than my wife's Google Maps on her Android Device. We actually compare the two. Also we already know that no matter which or how many apps WP gets the bar will continue to be moved and moved and moved. There will always be an "app gap" that MS can't reach. Do we need more of these articles? I like you PA and think you are usually fair but I just don't see the need for this article.

32. networkdood

Posts: 6330; Member since: Mar 31, 2010

Well, that may be true - but if I did own a Windows phone, I would not be using a Windows browser or search engine as they are horrific...but, I agree, Windows should develop their own and its users should stop whining about why Google does not have enough apps for their phones.

44. elitewolverine

Posts: 5192; Member since: Oct 28, 2013

horrific? really? I know right...when i search for theaters in my area, bing things im in mexico, and puts all my search results in spanish... When in reality, i type movies in the search, i get movies near me, their times etc. The browser is fast, supports 99% of desktop mode, google is the only one that it doesnt like..i wonder why. I can go into desktop mode and even create pdf, excel, word docs from the online version of Skydrive

24. N-fanboy

Posts: 543; Member since: Jan 12, 2013

WP only needs like a thousand apps to catch up with ios and android. Seriosly.

23. noteseries

Posts: 80; Member since: Oct 29, 2013

i need Chrome, opera mobile, and Google drive... are there available on wp ecosystem?

30. pookiewood

Posts: 631; Member since: Mar 05, 2012

If you need Chrome and Google drive stick with Android like you are going to anyway.

43. -box-

Posts: 3991; Member since: Jan 04, 2012

You "need" them? Really? Why? IE, Nokia Xpress, and UC Browser are all excellent web browsers, the latter two are more for folks wanting to minimize data usage and have more options. For cloud storage you get 7GB of SkyDrive free (and the phone automatically syncs darn near everything to it automatically, so, say you lose your phone after taking a night of photos, the photos are on your drive, and you can use the web page to find the phone, also free and initiated during initial setup), plus options for Box, Copy, DropBox, and others.

18. muneshyne21

Posts: 17; Member since: Apr 09, 2013

BTW, this writer is awesome. He should be a real journalist (no sarcasm at all). I mean, you'd think common sense would be more prolific but I rarely read a blog where the writer points out the obvious like "If you're fully committed to Google, why would would you buy a Windows Phone?" Nope instead, these hack writers would go on to judge the OS from a Google perspective. Michael H. I applaud you. You hit upon the strengths and weakness of the Os without being a total biased douche.

17. indiebandit

Posts: 7; Member since: Dec 28, 2013

Windows phone 8 is smoother and faster than android even kitkat (android 4.4) to you na sayers. btw there is really no app gap because microsoft has 99% all of the top main apps anyone would use on a daily basis. windows is getting new apps everyday check out the apps section on

20. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

Yeah, but WP is lacking all of the personal apps, the mom, and pop shop apps, that the other platforms have.. That's the old, new, gap..

13. orielwindow

Posts: 109; Member since: Sep 23, 2010

Cool. Besides the apps it might help if they stopped all these network exclusive releases. I'd jump at the chance to switch to Windows if the 1020 or the 1520 was available on Verizon but looks like I'll keep buying Android phones.... Not like that's a bad thing ;-)

11. jellmoo

Posts: 2701; Member since: Oct 31, 2011

A lot of it has to do with having a different mindset. Yes, you lose out on a lot of Google goodies, but there are very strong Microsoft options available. Skydrive, Outlook and HERE Maps/Drive are great alternatives to Google apps. Pure power users will likely never get the same mileage out of a Windows Phone than they will out of an Android device, but there is an elegant simplicity to Windows Phone that is very appealing. They've managed to attract most of the big third party apps, they just need to convince smaller app makers and non mobile companies to bring their banking, tv, and convenience apps over to their platform.

10. Dastrix unregistered

Random fact: Frozen Free Fall is my favourite game right now. Works flawlessly on my L920, lags like crazy and freezes (Frozen?) on GS3. WP FTW!

7. fanboy1974

Posts: 1345; Member since: Nov 12, 2011

I'm just not sure if WP can catch Apple and Android. It could take years and I don't feel like waiting. I've been tied to the Google ecosystem for 4 years and it was tough for me to even use an iPhone 5s. After using the Nokia 521 I changed my opinion but only because it was a $60 phone. I wouldn't lock myself into a 2 year contract or pay over $300 for a flagship WP phone. I think in order for WP to gain ground and entice App developers their going to have to sale phones (flagship phones) well below the competition. I would have never got the Nokia 521 if it wasn't for the price.

14. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

Catch iDroid for whatâť” WP is for people who want to be different.. It's nice this way.. More exclusive.. IMO.

15. MichaelHeller

Posts: 2734; Member since: May 26, 2011

I don't think it needs to catch the others, just provide a viable alternative.

28. apple4never

Posts: 1064; Member since: May 08, 2013

wp has many features that i would like to see in android however its the little things that id like to see

6. muneshyne21

Posts: 17; Member since: Apr 09, 2013

I've had the Lumia 928 since June and the growth of the platform and the Windows market has been insane. I remember borrowing a Windows 7 phone for a few months last year and the platform and the market were really basic and sparse. Now there are several Beer Brewing apps that are comparable to the android ones I used. Beer Brewing apps! Now all the little specialty apps are starting to pop up here and there. I love it. This is basically the exciting period of time like when Android and Apple really started picking up steam. The only difference is that the phone Hardware is good enough nowadays to keep up with updates. Phones 6 months old wont get left behind with any new update by Microkia. Thats what pissed me off about Androids growing pains. Every (pre-icecream sandwich) android phone I bought was worthless 6 months down the line

4. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

As far as WP is concerned,, IMO it isn't about WP lacking major apps anymore.. WP needs those apps that the individual needs, like personal credit union apps, municipality apps, local store apps, and so on... This will take time.

9. Dastrix unregistered

That's true. Even if they're unofficial, as mentioned, in WP's case, they'll most likely be the better option (like Rudy Huyn's apps), so the more devs on board the merrier!

3. cripton805

Posts: 1485; Member since: Mar 18, 2012

My choice is google. Tons of free apps, trial versions, and usually they are cheaper. That is without counting the apps that have tons of different options of the same app, but the minor differences between the apps can make a difference. Id rather have options, than one app available.

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