Microsoft begs/threatens Windows 10 users to upgrade, again

A new ad for Windows 11, and by extension new Windows 11-powered laptops, has been posted to the official Windows YouTube channel. It’s called “Right side of risk.” Uh-oh.

The 30-second spot once again reminds you that Windows 10 will stop receiving security updates this October. Which is something Microsoft has been blasting to the significant portion of the user base that’s still using Windows 10 for a while now. But the specific language Microsoft is using here is… questionable.

“Upgrade now,” it says, showing a flashy animation of a new laptop in the background, “to a Windows 11 Pro PC with Intel Inside, and stay on the right side of risk.”

Between the specific callout for Windows 11 Pro and highlights for features like “simple, fast, and reliable deployment,” it’s clear that this video is aimed at corporations and IT managers. Which is a little odd, since they’re the ones who’ll get relatively easy (if expensive) access to security updates for Windows 10 beyond that October deadline.

But with all the leeway in the world for a 10-year-old operating system and the need for progress…it’s clear that Windows 10 is still enormously popular. And it’s an OS that Microsoft once billed as “the last Windows,” implying a perpetual upgrade and support setup before it changed its mind. It doesn’t help that Microsoft seems to be doing all it can to make Windows 11 as annoying to use as possible.

Microsoft, the decision to sunset Windows 10 is entirely yours. And that means that you’re creating a problem so that you can sell a solution, either in the form of a Windows 11 license or a new laptop. That’s never a good look. It might be worth considering, as Windows has never looked less essential than it does right now.