Microsoft’s full-screen reminders to upgrade to Windows 11 are back for Windows 10 users, and they might be here to stay
Microsoft has broken new ground with its ongoing campaign of full-screen banner ads designed to entice Windows 10 users to upgrade to Windows 11, and this time it includes users of capable and unqualified PCs – those that don’t meet the hardware requirements for the latest operating system – see various advertisements.
Windows 11’s market share has remained relatively static in recent months, and Microsoft is clearly looking to change that, with Windows 10 holding the vast majority of market share at around 70% (according to StatCounter).
As for Microsoft’s latest tactic to incentivize upgrades: Windows Last noted two separate initiatives as mentioned. The first was observed on a Windows 10 PC that was not eligible for a Windows 11 upgrade, and an on-screen warning was displayed that the device will no longer receive updates from October 2025, reminding users that their PC is not running Windows 11 can perform. The full-screen notification was titled “A new journey with Windows” and appeared after the monthly mandatory security updates were installed, possibly implying that this could be a repeating event.
The notification screen also gives users the opportunity to be reminded at a later time and to learn more about the end of support for Windows 10. It links to a support document that encourages you to consider upgrading to Windows 11, including by include a comparison of the two operating systems.
This differed from a Windows 10 PC that was eligible for a simple Windows 11 upgrade. On this system, Windows Latest received a notification encouraging them to go ahead and schedule their update or simply upgrade right away, alerting them to the impending end of support date and reminding them to ensure their device remains supported after that date. This message has of course been seen before (a number of times).
Microsoft’s ambitions versus the dedication of Windows 10 fans
Windows 10 remains the dominant flavor of Windows and users are unhappy about being forced to move on or losing support. Windows 11 was released almost three years ago, but it still struggles to come close to the popularity of Windows 10, as mentioned. Part of the problem here is of course the hardware requirements, which are a stumbling block for some people with older PCs.
Users who want to stick with Windows 10 have a few choices and we recently covered this in depth. One option is to continue receiving security updates after Windows 10’s end date with Microsoft’s Extended Security Update (ESU) program. Currently this is only available to commercial customers, but Windows Latest claims that a version for individual consumers will be released later in 2024. Currently, a single device ESU license costs $61 per year for businesses, but the price doubles every year (for up to three years).
Windows 10 users are faced with three primary options in the longer term: upgrade to Windows 11, continue using Windows 10 without critical security updates (not a good idea at all), or opt for an expensive Extended Security Update plan. I understand the frustrations of Windows 10 users as many are not sold on Windows 11 as it is a quality improvement. Additionally, many users aren’t thrilled with Microsoft’s push to integrate AI into many apps and parts of the operating system, and Windows 10 still looks and feels like a modern, up-to-date operating system. Additionally, there are hardware requirements to consider, as already noted.
I don’t know how well Microsoft will handle this transition, but the company has to walk a fine line between reminding users of the reality that Windows 10 is running out of support and becoming too pushy with all these notifications. Right now it feels like Microsoft is making the mistake (again) on the latter, but I don’t see the company backing down.