Microsoft’s approach to pushing Windows 11 upgrades has taken a new turn with its full-screen banner ads. This campaign is aimed at encouraging Windows 10 users to make the transition to Windows 11. However, Microsoft has implemented a strategy that displays different ads to users with compatible and incompatible PCs. This shift in tactics reflects Microsoft’s desire to bolster Windows 11’s market share, which has remained stagnant in recent months. According to StatCounter, Windows 10 still dominates the market with approximately 70% market share.
Upon examining Microsoft’s latest attempt to drive upgrades, Windows Latest noted two distinct initiatives. On a Windows 10 PC that was not eligible for a Windows 11 upgrade, users were met with a screen warning that their device would cease to receive updates by October 2025. The full-screen notification, titled “A new journey with Windows,” appeared after monthly mandatory security updates, leading users to speculate whether this notification would recur periodically. Additionally, the notification provided users with options to be reminded later or to learn more about the end of Windows 10 support. It also offered a link to a support document that compared the features of Windows 10 and Windows 11, subtly encouraging users to consider an upgrade.
Conversely, a PC running Windows 10 and eligible for a straightforward upgrade to Windows 11 received a different notification. This notification urged users to either schedule the update or proceed with the upgrade immediately. It reminded users of the impending end-of-support date and emphasized the significance of ensuring device support beyond this threshold. This particular notification has been encountered multiple times in the past.
Although Windows 11 was released nearly three years ago, it continues to struggle in gaining popularity, especially compared to dominant Windows 10. One contributing factor to this disparity is the hardware requirements for Windows 11, which pose challenges for users with older PCs. Many users are hesitant to migrate to Windows 11 and are displeased with the prospect of being forced to adopt the new OS or risk losing support. Microsoft’s push for AI integration and the modern, up-to-date appearance of Windows 10 are additional factors that deter users from embracing Windows 11.
Windows 10 users are presented with three main options for the future: upgrading to Windows 11, continuing to use Windows 10 without crucial security updates (which is not recommended), or opting for the Extended Security Update (ESU) program. Currently, the ESU program is only available for commercial customers, but a version for individual consumers is anticipated to be released in 2024. The current cost of an ESU license for a single device is $61 per year for businesses, with the price doubling annually for a maximum of three years.
Microsoft faces a delicate balancing act in navigating this transition. The company must strike a balance between reminding users about the reality of Windows 10’s end of support and avoiding excessive pushiness with notifications. Currently, it seems that Microsoft is leaning towards the latter approach, and there are no signs of the company relenting. The ultimate success of Microsoft’s strategy remains uncertain, but the company’s commitment to driving Windows 11 upgrades is evident.
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