On Windows the launcher is an Xbox-shaped app wearing a Minecraft coat.
Store identity, Gaming Services, and the Xbox app have to agree with the Microsoft account that owns the game. That is why a clean .exe reinstall sometimes changes nothing.
- Prefer Store if you want automatic updates and Bedrock in the same hub.
- Use the website installer if Store error codes (0x8007…) block install.
- S mode: switch out of S mode; the Store listing says the launcher is not supported there.
- Uninstall the old Mojang-published unified launcher after the Store app works, using Mojang’s help article.
- Keep Store, Xbox, and launcher on the same account. Mixed accounts are the starring role in Microsoft Q&A sign-in threads.