Read the original eWeek article:  Windows Phone 7 App Store

Microsoft is taking a page from Apple and other smartphone manufacturers, but also trying to avoid in Windows Phone 7 some of the mistakes that plagued the evolution of the iPhone.

During a series of interviews at the company's Worldwide Partner Conference here, Microsoft executives suggested they had a road map for when Windows Phone 7, regarded as the company's best chance to reboot its smartphone operating-system franchise and compete against the likes of the iPhone and Google Android, makes its debut near the end of 2010.

Windows Phone 7 takes a different approach to the smartphone user interface than those competitors, consolidating Web content and applications into subject-specific "Hubs" such as "Office" or "Games." Microsoft plans on pairing the operating system with a new Windows Phone Marketplace, where developers will be able to submit five free applications (rising to $19.99 after that) along with an unlimited number of paid applications.

Apple's App Store has run into a few widely publicized controversies over its acceptance policies for applications, of which Microsoft seems aware. During June's TechEd conference, Microsoft offered up a document on its Windows Phone for Developers Website, clearly delineating its content policies; in addition to forbidding applications that are libelous, slanderous, threatening or discriminatory, Microsoft also bans applications that somehow promote hate speech, the use of illegal drugs and excessive alcohol consumption, and violence.