Microsoft is clearly pushing hard to transition users from Windows 10 to Windows 11, and its latest strategy is bolder than ever. The tech giant has set an official expiration date for Windows 10, warning users that it will no longer be supported after October 2025. But rather than simply encouraging upgrades, Microsoft has turned to full-page ads, urging users to “level up” to a Copilot+ laptop, effectively pushing them toward a brand-new device.
This isn’t the first time Microsoft has warned users about Windows 10’s end-of-life, but the new ad approach is striking in its directness. It’s not suggesting a simple upgrade for machines sold in the last few years; instead, it’s a full-on ad for its Surface Laptop line, albeit without explicitly naming the brand. The message reads, “Want the ultimate Windows 11 experience? Level up to the new Copilot+ PCs — the fastest, most intelligent Windows PCs ever.”
The timing is crucial, with just under 61% of Windows machines still running Windows 10, and only about 35% having upgraded to Windows 11. Although these numbers are shifting, the pace of adoption remains slow. For context, when Windows 8.1 was nearing retirement, Windows 10 adoption was already at 32.84%, while Windows 8.1 still had a higher market share at 9.65%. The situation with Windows 10 is quite different now, with the market being more competitive than ever, especially with alternatives like Chromebooks and Macs gaining traction.
Microsoft’s strategy to push users off of Windows 10 is familiar, but it might not be the best move in today’s tech landscape. With the rise of mobile devices and changing consumer habits, Microsoft risks alienating its users by trying to force an upgrade to an OS many aren’t entirely fond of. The inclusion of intrusive Copilot AI features and a more aggressive ad strategy may only push users further away from its latest operating system.
