Microsoft recently released a new update (KB5037000) in the beta channel for Windows 11 Insiders. In addition to bringing new interactive elements to Windows Spotlight, the update also includes a less-than-welcome change: more app suggestions (which are actually ads) in the Start menu.

These recommendations will appear in the Recommended section of the Start menu and display apps from the Microsoft Store based on recent app usage. This means you may encounter program offers that do not exactly match your interests.

Programs are currently organized into Pinned and Recommended sections in the Start menu. The latter often includes recently used files or programs, recently installed programs, or even tips on using new Windows features.

Now, with the latest update, recommendations from the Microsoft Store have been added to create an advertising atmosphere.

Although these featured apps do not come directly from app developers paying for hosting, Microsoft generates revenue from apps distributed through its store. Thus, from the user’s perspective, it may look like an advertisement.

There is good news, though. You can disable this feature completely. Just go to Settings > Personalization > Start and turn off the “Show suggestions for tips, app ads, etc” switch.

Additionally, this change currently only affects Insiders in the beta channel and on personal devices; That means work computers (mostly managed by organizations) are not currently affected.

Most importantly, Microsoft has not confirmed whether this feature will be included in the final version of Windows 11. The company is using the Insider program to gather feedback and may decide to scrap the idea altogether depending on user responses.