Microsoft is relaunching its Windows Phone Marketplace as the Windows Phone Store, with the spotlight now firmly on app discovery.

The revamped store, rolling out globally, has a cleaner design and improved search box to improve the user experience.

However, the main thrust of the redesign has been to put the emphasis on apps: the “Marketplace” menu has been replaced by “Apps & Games” and the store will include smarter app lists, with new browsing options including “Top Free”, “Top Paid” and “Best Rated” that will apparently make finding apps a lot easier for the end user.

By contrast, apps with overtly sexual content will be less obvious, as Microsoft aims for a “friendlier store”.