Currently, the Windows Phone marketplace boasts 100,000 apps and sees no real slow-down in its growth cycle. Today Microsoft rolled out new features in their developer portal, called Windows Phone Dev Center, previously known as the “App Hub”. Within the text of the Dev Center is what seems to be a new brand direction from Microsoft - say hello to “Windows Phone Store”.

“The new Windows Phone Dev Center has everything you need to create great apps and add them to the Windows Phone Store for the world to see, try, and buy. You can start creating apps anytime. When you’re ready to offer them in the Store, you’ll need a subscription to the Dev Center where you can start the process of adding them to the Store catalog”

We’ve reached out to Microsoft for official word, but it seems pretty evident what’s going on.

[via MobileSyrup, Source Microsoft]

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