Of all the people I’ve talked to about surprise Windows 10 upgrades, very few were happy with the event even if the upgrade actually ended up in a functional computer (a good percentage don’t). One woman in California was angry enough to sue Microsoft over the unwanted upgrade, and actually prevailed. You’ll notice I didn’t say “won” as Microsoft admitted no wrongdoing on their part and dropped their planned appeal in order to avoid further litigation costs. Truth be told, I’m fairly certain Microsoft could have easily won by throwing their third-string litigation team at this case with microscopic impact on their finances, but perhaps some smart folks got in front of the lawyers to prevent what would surely have been a PR nightmare. Microsoft has been part bully/part implacable juggernaut when it comes to Windows 10 upgrades, and a lot of my clients have been asking why they are pushing so hard.
This is easily answered with one word: Money
But wait, isn’t Microsoft giving away Windows 10 for free? Absolutely, and it’s still available up until the end of July for the same low, low price of zero bucks. But just as your favorite aged relative is fond of saying, “Ain’t no such thing as a free lunch!” What many folks don’t know is that Microsoft is intending for Windows 10 to be their gravy train for the foreseeable future by converting the OS to a subscription model, just like they did with Office, which, by the way, is another big money-maker for them. It’s free for now, but at some point in the near future, the next upgrade won’t be. It will only be available for computers that have paid subscriptions to Windows 10. That’s right, your first “hit” was free, but now that you are hooked, you have to pay to support your “habit”.
That’s not the only hook. Some of you noticed that some of your favorite time-wasters like Freecell are now only available through the Windows Store, another “convenient” feature available in Windows 10. By pushing millions of Windows computers to their new operating system, Microsoft is hoping to create a new source of revenue that is sitting right on your start bar. If it sounds familiar, that’s because Microsoft has taken a page from Apple’s playbook, replicating the incredibly profitable app store model used on iOS devices. The forced Windows 10 upgrades will supply the demand, and the supply is handily built into their new OS.