Microsoft claims its app ecosystem is growing faster than Apple or Android, and now has more than 255,000 apps.

The Windows Phone Store is adding about 500 apps a day, while download rates have hit 10 million per day, the company said.

There are now also more than 510,000 registered Windows Phone developers, with those developers producing apps with a 3.9/5 app rating on average for the top 50.

Microsoft general manager, mobile devices A/NZ, Steve Lewis, said the company was seeing huge momentum across its app offering every day.

"Which is a combination of increasing choice, demand from consumers and more developers coming on board to create new apps for the growing Windows Phone ecosystem." "What's really exciting to see is while top apps like Instagram, Vine and Halo continue to perform in store, consumers also love our exclusive apps.

"Whether it's free navigation services with HERE Drive and HERE Maps, social sharing apps like Nokia Storyteller and Nokia Beamer or the latest in video and camera technology with Nokia Camera and Nokia Refocus, our aim is to deliver a much more personal, unique app experience to Nokia Lumia users."

This comes as Nokia releases its latest affordable Lumia smartphone range.

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A key driver behind the growing choice of apps has been increasing interest from developers in creating Windows apps across devices from smartphones to tablets and PCs.

In the last six months alone, there has been a 45 per cent increase in new developers building apps for Windows 8 with more than 38 per cent of all developers globally now planning to create apps for the ecosystem.

Lewis said the opportunity for developers had never been greater.

"Since the launch of Windows Phone 8 consumers are now accessing the store at scale," he said.

"We take a partnership approach throughout the development journey -- nurturing ideas and providing technical and marketing support to our developer community. This combined with the strong commercial opportunity will be key to continuing our current momentum," added Mr Lewis.

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