It's much more expensive on Windows side of things. DigiCert and Sectigo are now in the $700--$1000 range per year for regular OV code signing certificate.
Microsoft has it's own Azure Artifact Signing which is comparable to Apple yearly cost (give or take), but since a month ago installers signed with it often display SmartScreen warnings [1]. Even though Microsoft controls both pieces!
Store option is not free for organizations (although it's a one-time setup fee), but the worse thing is it forces you to its simplified licensing/trial model, typically not compatible with B2B software where paid upgrades, yearly support contracts, controlled updates, extended trials are used.
Microsoft has it's own Azure Artifact Signing which is comparable to Apple yearly cost (give or take), but since a month ago installers signed with it often display SmartScreen warnings [1]. Even though Microsoft controls both pieces!
Store option is not free for organizations (although it's a one-time setup fee), but the worse thing is it forces you to its simplified licensing/trial model, typically not compatible with B2B software where paid upgrades, yearly support contracts, controlled updates, extended trials are used.
[1] https://github.com/Azure/artifact-signing-action/issues/128#...