Why Microsoft is pushing Windows 10 hard

Martin Brinkmann
Dec 21, 2015
Updated • Jul 5, 2017
Windows, Windows 10

Microsoft's new operating system, released on July 29, 2015, has been available for nearly five months at the time of writing.

It is offered as a free upgrade on systems running Windows 7 or Windows 8.1, and available as a standalone retail copy or installed on retail PCs.

Adoption rates are good but not excellent. Microsoft revealed adoption figures sporadically only, last time in October 2015 during Microsoft's Devices Event when it mentioned that Windows 10 was driving 110 million consumer and Enterprise PCs.

The company has been tight lipped ever since and while that may simply be because of a lack of events where it could reveal new figures to a worldwide audience, it may also be because adoption rates are dropping.

Microsoft's Goal

Microsoft's ambitious goal, announced during the Build 2015 conference, is to have Windows 10 on over 1 billion devices two to three years after the official release of the operating system.

To reach the goal in two years, Microsoft would have to push 1.369 million copies of Windows 10 on devices worldwide, and for the three year goal, it would still be 1.005 million copies each day.

Adoption rates have been good in the first couple of months, thanks to the free offer but adoption seems to slow down if usage stats are anything to go by.

Microsoft mentioned devices and not PCs when it revealed the goal which indicates that Windows 10 on any platform counts towards that goal. Since Windows 10 will be made available for Windows Phone, Microsoft's Xbox One, tablets, and other devices, it makes it more likely that the goal will be reached after all.

There will likely be a big push at the end of the free for a year period as (some) consumers may want to take advantage of the free upgrade offer after all before it expires.

Windows 10 or die

windows 10 upgrade
credit Hayden Dingman

Microsoft is betting big on Windows 10, that it will be a success, and that its one operating system core to fit them all strategy will work out fine.

If Windows 10 fails, Microsoft would be in a terrible position. It could produce Windows 11, even though it announced previously that there would be no such thing, and adjust it accordingly to make it more attractive to consumers and Enterprise customers.

But since everything is entangled now thanks to the one core OS strategy, it would be difficult to change that course especially if time is of the essence.

For Microsoft, Windows 10 must succeed, there is no other option, and that is one of the reasons why the operating system is pushed hard.

Things will heat up in the coming months, and some users are already seeing that in form of new upgrade dialogs that show no "no thanks" option anymore but only options to upgrade to Windows 10.

It is unclear how far Microsoft will go, whether it will push Windows 10 as an important update via its Windows Update service for instance, or if it will refrain from doing so as it would certainly cause  backlash.

Now You: How far will Microsoft go to push Windows 10?

Why Microsoft is pushing Windows 10 hard
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Why Microsoft is pushing Windows 10 hard
Microsoft is pushing its Windows 10 operating system as a free upgrade for Windows 7 and 8 systems. Lets find out why.

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  1. Dan Donx said on January 15, 2023 at 10:29 am

    What mental age of reader are you targeting with the first sentence? 10?

    Why not write an article on how to *avoid* upgrading from W10 to W11. Analogous to those like me who avoided upgrading from 7 to 10 for as long as possible.

    If your paymaster Microsoft permits it, of course.

  2. Dexter said on January 15, 2023 at 11:14 am

    5. Rufus
    6. Ventoy

    PS. I hate reading these “SEO optimized” articles.

    1. cdr said on January 15, 2023 at 3:32 pm

      I used Rufus to create an installer for a 6th gen intel i5 that had MBR. It upgraded using Setup. No issues except for Win 11 always prompting me to replace my local account. Still using Win 10 Pro on all my other PCs to avoid the bullying.

  3. sv said on January 15, 2023 at 6:40 pm

    bit pointless to upgrade for the sake of upgrading as you never know when you’ll get locked out because ms might suddenly not provide updates to unsupported systems.

    ps…. time travelling?
    written. Jan 15, 2023
    Updated • Jan 13, 2023

    1. Martin Brinkmann said on January 16, 2023 at 5:49 am

      This happens when you schedule a post in WordPress and update it before setting the publication date.

  4. Anonymous said on January 16, 2023 at 8:24 am

    Anyone willing to downgrade to this awful OS must like inflicting themselves with harm.

  5. basingstoke said on January 16, 2023 at 11:18 am

    I have become convinced now that anybody who has no qualms with using Windows 11/10 must fit into one of the following brackets:

    1) Too young to remember a time before W10 and W11 (doesn’t know better)

    2) Wants to play the latest games on their PC above anything else (or deeply needs some software which already dropped W7 support)

    3) Doesn’t know too much about how computers work, worried that they’d be absolutely lost and in trouble without the “”latest security””

    4) Microsoft apologist that tries to justify that the latest “features” and “changes” are actually a good thing, that improve Windows

    5) Uses their computer to do a bare minimum of like 3 different things, browse web, check emails, etc, so really doesn’t fuss

    Obviously that doesn’t cover everyone, there’s also the category that:

    6) Actually liked W7 more than 10, and held out as long as possible before switching, begrudgingly uses 10 now

    Have I missed any group off this list?

    1. Heinz Strunk said on September 19, 2023 at 3:57 pm

      You have missed in this group just about any professional user that uses business software like CAD programs or ERP Programs which are 99% of all professional users from this list.

      Linux doesn’t help anyone who is not a linux kid and apple is just a fancy facebook machine.

  6. ilev said on August 24, 2023 at 7:34 pm

    Microsoft has removed KB5029351 update

    1. EP said on August 24, 2023 at 9:21 pm

      only from windows update though
      KB5029351 is still available from the ms update catalog site

  7. Anonymous said on August 24, 2023 at 11:05 pm

    1. This update is labaled as PREVIEW if it causes issues to unintelligent people, then they shouldn’t have allowed Preview updates ot install.

    2. I have installed it in a 11 years old computer, and no problems at all.

    3. Making a big drama over a bluescreen for an updated labeled as preview is ridiculous.

    This is probably another BS internet drama where people ran programs and scripts that modified the registry until they broke Windows, just for removing stuff that they weren’t even using just for the sake of it.
    Maybe people should stop playing geeks and actually either use Windows 10 or Windows 11, but don’t try to modify things just for the sake of it.

    Sometimes removing or stopping things (like defender is a perfect example) only need intelligence, not scripts or 3rd party programs that might mess with windows.

  8. john said on August 24, 2023 at 11:17 pm

    Windows 11 was a pointless release, it was just created because some of the Windows team wanted to boost sales with some sort of new and improved Windows 10. Instead, Microsoft cannot support one version well let alone two.

    1. John G. said on August 25, 2023 at 12:08 pm

      Windows 11 is the worst ugly shame by Microsoft ever. They should release with every new W11 version a complete free version of Starallback inside just to make this sh** OS functionally again.

  9. EP said on August 25, 2023 at 3:10 pm

    motherboard maker MSI has recently released a statement regarding the “unsupported processor” blue screen error for their boards using Intel 600/700 series chipsets & to avoid the KB5029351 Win11 update:

  10. EP said on August 29, 2023 at 7:32 pm

    check out the following recent articles:

    Neowin – Microsoft puts little blame on its Windows update after UNSUPPORTED PROCESSOR BSOD bug:

    BleepingComputer – Microsoft blames ‘unsupported processor’ blue screens on OEM vendors:

  11. Leonard Britvolli said on August 30, 2023 at 10:33 pm

    While there may be changes or updates to the Windows 10 Store for Business and Education in the future, it is premature to conclude that it will be discontinued based solely on rumors.

  12. sembrador said on September 5, 2023 at 9:32 pm

    My advice, I left win 15 years ago. Now I’m a happy linux user (linuxmint) but there is Centos, Fedora, Ubuntu depending on your needs.

  13. EP said on September 6, 2023 at 11:55 am

    motherboard maker MSI has recently released new BIOS/firmware updates for their Intel 600 & 700 series motherboards to fix the “UNSUPPORTED_PROCESSOR” problem (Sept. 6):


  14. Raphael Benzo said on September 24, 2023 at 9:52 pm

    I try to disable the Diagnostics Tracking Service (Connected Devices Platform User Services) but it wont let me disable it, any help will be greatly appreciated.
    Tank you for your help

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