Many apps on Windows 10 are now Windows Store apps without traditional .exe files. While these apps work a bit differently, you can still make any of them launch at startup with the conventional Startup folder.
The latest versions of Windows 10 provide an easy way of managing startup applications in the Settings app. This only works for specific Store applications that specifically request permission to run at startup. For example, if you install Spotify from the Microsoft Store, you can use Windows’ Settings app to toggle whether Spotify opens at startup.