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.

[1] https://github.com/Azure/artifact-signing-action/issues/128#...