Last week Microsoft unveiled Windows 11, with an expected launch this autumn. In an interview with the Wall Street Journal, Microsoft CEO Satya Nadella has spoken about the company's new software store for Windows 11, and offered some fascinating glimpses into the company's strategy for the future and how it intends to set itself apart from Apple and other rivals.

The big news for this year's update includes the ability to run Android apps on Windows (these will be available via a version of the Amazon app store), and for companies to run their own shopfronts in the Windows store - and completely avoid paying fees to Microsoft.

But perhaps the section of the interview that's most intriguing for Macworld readers is Nadella's open invitation to Apple to bring its software and services to the Windows store, including its messaging service iMessage.

"Anything that Apple wants to do with Windows, whether it's iTunes or iMessage or what have you, we would welcome that," he said. "But overall, we want to make sure our software runs great on Apple devices, and Windows works well with any software from anyone, whether it's Google or Apple or Adobe or anyone."

This is part of a wider strategy whereby Windows aims to appeal to users who don't want to commit themselves to only Google apps or only Apple apps. 

"Windows gives you the most choice," Nadella explained. "Windows has a role to play as that most open of ecosystems today that plays nicely with the others."

In January we argued that Apple should bring iMessage to Android, to take advantage of the difficulties WhatsApp was going through at the time. But the company has never opened up iMessage for devices other than its own, and there is not much to suggest that it will happen now.

This article originally appeared on Macworld Sweden. Translation and additional reporting by David Price.