So far, Microsoft has not made an official announcement that it plans to rename the Windows Store. I asked officials if the rebrand is a done deal, but haven't heard back.
Update (5:30 p.m. ET): Microsoft officials won't say. The official generic statement: "We are constantly evaluating features in Windows 10 through the Windows Insider Program in an effort to improve the customer experience."
Microsoft also is looking at Progressive Web Apps as a new way to increase the number and quality of apps located in the Store. Google has been the main champion of Progressive Web Apps, but Microsoft has indicated it plans to support them, as well.
"Progressive are just Web apps with a great user experience," said Kirupa Chinnathambi during the Edge Summit. "These apps start and run really fast and work across a variety of screen sizes and input modes."
Chinnathambi said developers shouldn't have to choose between doing native apps or Progressive Web Apps; instead, it's all about the "and," he claimed.
Progressive Web Apps will be viewable on Windows 10 using the Microsoft Edge browser -- which will likely be another way that Microsoft attempts to get more users to try/use the currently little-used browser built into Windows 10.