Microsoft tries to persuade Windows 10 users to purchase a new computer through full-screen ads.
Support for Windows 10 will end in October 2025.
Microsoft has been trying to persuade Windows 10 users to upgrade to Windows 11 for several months, especially with the support deadline for Windows 10 approaching, scheduled for October 2025. Earlier this year, the company began using full-screen messages to alert users about this support cutoff, and now it is employing similar strategies to incentivize the purchase of new Windows 11 computers.
Recently, some Windows 10 users have noticed these new full-screen notifications, where Microsoft suggests they can "do more with a new PC with Windows 11" or "step up to the new Copilot Plus PCs" for the "ultimate Windows 11 experience." Like previous messages, the link inviting users to read more redirects to a promotional site that includes options for new computers with the latest operating system.
Despite these efforts, the full-screen notifications do not clarify that Windows 10 users can continue to use their system safely after October 14, 2025. For the first time, Microsoft will offer Extended Security Updates to consumers, although they will have to pay $30 for an additional year of updates. Business customers will also have the option to purchase up to three extra years of support.
Historically, Microsoft has used similar strategies to encourage users of Windows 7 and Windows 8.1 to upgrade to Windows 10. It is worth mentioning that Windows 11 is only compatible with processors released from 2018 onwards, meaning that many existing devices cannot officially upgrade; therefore, recent notifications are more focused on the purchase of new computers.
Although the adoption of Windows 11 remains lower compared to Windows 10, it briefly became the most popular operating system for gaming on PC according to Steam earlier this summer. Additionally, Microsoft has further complicated its message regarding the end of support for Windows 10 by continuing to add new features to the latter. After announcing that it would cease the release of major updates for Windows 10 in 2023, the company made the unusual decision to reopen its beta program in June, allowing Windows 10 users to test new functionalities in an operating system that it intends to discontinue next year.
