As Microsoft prepares to retire Windows 10 next year, it’s doubling down on its efforts to convince users to upgrade to Windows 11, and its latest tactic is nothing short of bold. Microsoft has set a hard deadline for Windows 10, promising that support will end in October 2025, and is using full-page ads to drive the point home. Instead of offering a straightforward upgrade path, the company is aggressively promoting its Copilot+ laptops, positioning them as the ideal way to experience Windows 11.
This isn’t the first time Microsoft has used full-screen alerts to warn users about Windows 10’s retirement, but this new message is more overt in its commercial intent. The ad encourages users to “level up” with a new Copilot+ PC, calling them the “fastest, most intelligent Windows PCs ever,” and featuring an image of the Surface Laptop line without explicitly naming it. It’s a stark departure from the usual upgrade reminders, pushing users to purchase new devices instead.
The numbers are still in Windows 10’s favor, with just under 61% of machines running it, compared to only about 35% on Windows 11. Despite a slow but steady shift in market share, it’s clear that Microsoft is eager to move users off the aging operating system. This shift is notably different from when Windows 10 was transitioning from Windows 8.1, as the market has become more competitive, with Chromebooks and Macs offering viable alternatives to Windows PCs.
Microsoft’s push for users to abandon Windows 10 is not surprising, but in today’s world of diverse device choices and more mobile-centric lifestyles, it could backfire. Users are already frustrated by Windows 11’s forced Copilot AI integration and its frequent advertising, and Microsoft’s attempt to strong-arm users into upgrading may end up alienating them further, especially when they’re comfortable with the OS they’ve been using for years.