diff --git a/.ado/templates/e2e-test-job.yml b/.ado/templates/e2e-test-job.yml
index 6c0b7e41a47..27ce3dce06c 100644
--- a/.ado/templates/e2e-test-job.yml
+++ b/.ado/templates/e2e-test-job.yml
@@ -95,7 +95,7 @@ jobs:
       - task: CmdLine@2
         displayName: run-windows
         inputs:
-          script: react-native run-windows --no-packager --arch ${{ parameters.BuildPlatform }} --release --bundle --logging --force
+          script: react-native run-windows --no-packager --arch ${{ parameters.BuildPlatform }} --release --bundle --logging
           workingDirectory: packages/E2ETest
 
       # Wait for app to launch. A workaround to avoid WinAppDriver error: Failed to locate opened application window with appId
diff --git a/change/react-native-windows-2019-10-17-09-21-39-AppPackageFix.json b/change/react-native-windows-2019-10-17-09-21-39-AppPackageFix.json
new file mode 100644
index 00000000000..f50fa82bd34
--- /dev/null
+++ b/change/react-native-windows-2019-10-17-09-21-39-AppPackageFix.json
@@ -0,0 +1,9 @@
+{
+  "type": "prerelease",
+  "comment": "Fix run-windows app installation hang",
+  "packageName": "react-native-windows",
+  "email": "dida@ntdev.microsoft.com",
+  "commit": "6c1f607816162e9beb50f942a0babe9229ac7d68",
+  "date": "2019-10-17T16:21:39.147Z",
+  "file": "D:\\react-native-windows\\change\\react-native-windows-2019-10-17-09-21-39-AppPackageFix.json"
+}
\ No newline at end of file
diff --git a/vnext/local-cli/runWindows/runWindows.js b/vnext/local-cli/runWindows/runWindows.js
index b261190ebaa..328b9a8552f 100644
--- a/vnext/local-cli/runWindows/runWindows.js
+++ b/vnext/local-cli/runWindows/runWindows.js
@@ -93,7 +93,6 @@ runWindows({
  *    no-launch: Boolean - Do not launch the app after deployment
  *    no-build: Boolean - Do not build the solution
  *    no-deploy: Boolean - Do not deploy the app
- *    force: Boolean - same as Add-AppDevPackage.ps1 Force flag
  */
 module.exports = {
   name: 'run-windows',
@@ -146,11 +145,6 @@ module.exports = {
         'Enable Bundle configuration and it would be ReleaseBundle/DebugBundle other than Release/Debug',
       default: false,
     },
-    {
-      command: '--force',
-      description: 'same as Add-AppDevPackage.ps1 Force flag',
-      default: false,
-    },
     {
       command: '--no-launch',
       description: 'Do not launch the app after deployment',
diff --git a/vnext/local-cli/runWindows/utils/WindowsStoreAppUtils.ps1 b/vnext/local-cli/runWindows/utils/WindowsStoreAppUtils.ps1
index fd710e9280a..68a76ce1874 100644
--- a/vnext/local-cli/runWindows/utils/WindowsStoreAppUtils.ps1
+++ b/vnext/local-cli/runWindows/utils/WindowsStoreAppUtils.ps1
@@ -81,6 +81,16 @@ function CheckIfNeedDeveloperLicense
     return $Result
 }
 
+function EnableDevmode {
+    $RegistryKeyPath = "HKLM:\SOFTWARE\Microsoft\Windows\CurrentVersion\AppModelUnlock"
+    
+    if (-not(Test-Path -Path $RegistryKeyPath)) {
+        New-Item -Path $RegistryKeyPath -ItemType Directory -Force
+    }
+
+    Set-ItemProperty -Path $RegistryKeyPath -Name AllowDevelopmentWithoutDevLicense -Value 1
+}
+
 #
 # Checks whether the package certificate must be installed on the machine.
 #
diff --git a/vnext/local-cli/runWindows/utils/deploy.js b/vnext/local-cli/runWindows/utils/deploy.js
index c1afbb50e93..639375eb2b2 100644
--- a/vnext/local-cli/runWindows/utils/deploy.js
+++ b/vnext/local-cli/runWindows/utils/deploy.js
@@ -158,21 +158,31 @@ async function deployToDesktop(options, verbose) {
     newSpinner(removingText),
     removingText,
     'powershell',
-    `-ExecutionPolicy RemoteSigned Import-Module "${windowsStoreAppUtils}" ; Uninstall-App ${appName}`.split(
+    `-NoProfile -ExecutionPolicy RemoteSigned Import-Module "${windowsStoreAppUtils}" ; Uninstall-App ${appName}`.split(
       ' ',
     ),
     verbose,
   );
 
+  const devmodeText = 'Enabling Developer Mode';
+  const devmodeEnable = `-NoProfile -ExecutionPolicy RemoteSigned Import-Module "${windowsStoreAppUtils}"; EnableDevmode "${script}"`;
+
+  await commandWithProgress(
+    newSpinner(devmodeText),
+    devmodeText,
+    'powershell',
+    devmodeEnable.split(' '),
+    verbose,
+  );
+
   const installingText = 'Installing new version of the app';
-  const installApp = `-ExecutionPolicy RemoteSigned Import-Module "${windowsStoreAppUtils}"; Install-App "${script}"`;
-  const installAppCmd = options.force ? installApp + ' -Force' : installApp;
+  const installApp = `-NoProfile -ExecutionPolicy RemoteSigned Import-Module "${windowsStoreAppUtils}"; Install-App "${script}" -Force`;
 
   await commandWithProgress(
     newSpinner(installingText),
     installingText,
     'powershell',
-    installAppCmd.split(' '),
+    installApp.split(' '),
     verbose,
   );