As Windows 10 nears its end of support cutoff in October 2025, a new sense of urgency has permeated Microsoft’s messaging to its vast user base. For millions still running the aging operating system, the past year has brought a noticeable escalation in Microsoft’s efforts to nudge — or, as some say, “threaten” — users to upgrade to Windows 11. Central to this campaign is the vocal tagline “be on the right side of risk,” a phrase emblazoned in recent official videos and advertisements urging users to not only adopt Windows 11, but preferably to do so via a new PC equipped with an Intel processor.
The phrase “right side of risk” holds an unmistakable warning. Microsoft’s latest campaigns, including ads prominently featured on their official YouTube channel, frame remaining on Windows 10 after the end-of-support date as an active security risk. The pitch is simple: Windows 10 will no longer receive security updates, putting users’ data and devices in harm’s way. In their own words, to stay secure, users “must” move to Windows 11, with an emphasis placed on new hardware powered by Intel chips.
This messaging is not entirely unprecedented. Microsoft has long used OS support cycles to push upgrades — but the tone and timing here feel especially stark. As the October 2025 date approaches, users are being reminded at every turn that soon, any vulnerabilities in Windows 10 will go unpatched, leaving systems open to exploitation. While it’s objectively accurate that an unsupported OS is less secure, the manner of delivery has drawn criticism as being “aggressive” and potentially manipulative.
The broader Windows community is no stranger to big version transitions. Windows 7’s sunset several years ago triggered a similar outcry, though Windows 10’s position as a “last Windows ever” for much of its early life has left many feeling that the rug has been pulled out from under them. Notably, the transition to Windows 11 is not just a matter of software, but also of hardware. Windows 11’s strict hardware requirements — especially its mandate for TPM 2.0 (Trusted Platform Module) and newer CPUs — mean that a large portion of older PCs simply cannot upgrade, regardless of the user’s willingness.
This hardware barrier is more than an inconvenience. As research firm Canalys points out, the end of Windows 10 support could theoretically render up to 240 million PCs obsolete — and thus prime candidates for the landfill. The environmental implications of this mass hardware turnover are profound, stirring criticism from both users and sustainability advocates. As Canalys reports, “the end of Windows 10 support could turn 240 million PCs into e-waste” — a staggering figure in an industry already grappling with issues of sustainability and responsible recycling.
This puts Microsoft in an awkward light, as what is framed as a security imperative also comes across as a revenue-generating strategy. Critics argue that the company stands to profit both from extended support subscriptions and new PC sales, while shifting the burden of legacy device disposal onto consumers and the environment.
Yet, the specter of forced obsolescence, whether by design or by circumstance, hangs heavy over the Windows ecosystem. This is further exacerbated by Microsoft’s shifting position: for years, Windows 10 was declared “the last version of Windows,” with feature updates delivered indefinitely. The move to Windows 11 — and the introduction of hardware-linked system requirements — represents a sharp departure from that philosophy, leaving many users feeling misled.
Just weeks before Microsoft’s ad push, Qualcomm launched a series of aggressive advertisements highlighting its Snapdragon X processors and questioning Intel’s dominance, particularly around battery life and performance on unplugged laptops. Qualcomm’s ads claimed, for example, that some Intel-powered laptops drop to “as little as 55%” performance when running on battery, a claim that — while based on real world power management behaviors — is hotly debated in forums and among reviewers.
Microsoft’s ad, for its part, does not mention Qualcomm or its Copilot+ PCs (a branding that recently launched with exclusive six-month rights given to Qualcomm). Instead, it reasserts Intel’s centrality by pairing the “right side of risk” slogan with Intel-powered Windows 11 devices. For consumers, this alignment becomes both a reassurance and an implicit suggestion that only certain hardware represents a truly secure or modern Windows experience.
As the six-month Copilot+ PC exclusivity period for Qualcomm lapses, Intel and AMD are expected to roll out their own competing platforms. Microsoft’s latest ad, therefore, can be seen not just as a security pitch, but as a repositioning ahead of the next phase in the hardware wars.
Despite increased awareness, the recycling infrastructure for consumer PCs remains spotty at best. Microsoft and its OEM partners have taken steps to improve hardware sustainability, but the scale of the upcoming transition threatens to dwarf current efforts. Critics argue that phasing out support for devices that are still useful is fundamentally irresponsible — particularly when energy, minerals, and labor have already been invested in their manufacture.
The push for users to upgrade — whether motivated by security, revenue, or competitive positioning — could therefore be viewed as running counter to broader industry commitments to environmental sustainability and responsible technology stewardship.
For technically inclined users, Linux is a viable way to extend the life of their PC without incurring new costs or contributing to e-waste. However, the migration process is not trivial, especially for those accustomed to the Windows ecosystem. Compatibility with certain software and peripherals can also be problematic, though third-party developers have made strides in closing many of these gaps.
For others, the only practical alternative may be to defer the upgrade decision — accepting the risks associated with unsupported Windows 10 until either hardware failure or software obsolescence forces their hand.
Yet, for many loyal Windows users, the path forward is not obvious or easy. The intertwining of software support with strict hardware requirements means that millions will face a choice between costly upgrades, ongoing fees, or abandoning the Windows ecosystem altogether. Layered over these personal dilemmas are societal challenges — from e-waste and sustainability to the ethical responsibilities of a technology giant.
In the months ahead, Microsoft’s handling of this transition will be closely watched. Effective communication, transparency regarding alternatives, and genuine investment in recycling and sustainability initiatives will be vital. Equally, consumers must weigh the risks, costs, and opportunities, deciding for themselves what it means to be on the “right side” — not only of risk, but of responsible technology use. As the end of Windows 10 draws near, the real test will be how well the tech industry balances progress, security, and the needs of an ever-diverse user base.
Source: Windows Central Microsoft tells Windows 10 users to upgrade now to be on the “right side of risk”
Microsoft’s “Right Side of Risk” Messaging: Security or Pressure?
The phrase “right side of risk” holds an unmistakable warning. Microsoft’s latest campaigns, including ads prominently featured on their official YouTube channel, frame remaining on Windows 10 after the end-of-support date as an active security risk. The pitch is simple: Windows 10 will no longer receive security updates, putting users’ data and devices in harm’s way. In their own words, to stay secure, users “must” move to Windows 11, with an emphasis placed on new hardware powered by Intel chips.This messaging is not entirely unprecedented. Microsoft has long used OS support cycles to push upgrades — but the tone and timing here feel especially stark. As the October 2025 date approaches, users are being reminded at every turn that soon, any vulnerabilities in Windows 10 will go unpatched, leaving systems open to exploitation. While it’s objectively accurate that an unsupported OS is less secure, the manner of delivery has drawn criticism as being “aggressive” and potentially manipulative.
Community Backlash and Debate
As with any major technology shift, the reaction has been mixed. In comment sections below Microsoft’s promotional videos, frustration is brewing. “Using the end of support for your old operating system as a selling point for your new one is actually insane,” remarked YouTube user @LanceUzminski, echoing a sentiment felt by many. Some users challenge Microsoft’s core claim regarding security, while others suggest alternatives like Linux, which remains free and actively developed, even for older hardware.The broader Windows community is no stranger to big version transitions. Windows 7’s sunset several years ago triggered a similar outcry, though Windows 10’s position as a “last Windows ever” for much of its early life has left many feeling that the rug has been pulled out from under them. Notably, the transition to Windows 11 is not just a matter of software, but also of hardware. Windows 11’s strict hardware requirements — especially its mandate for TPM 2.0 (Trusted Platform Module) and newer CPUs — mean that a large portion of older PCs simply cannot upgrade, regardless of the user’s willingness.
The Hardware Hurdle: TPM Requirements and Forced Obsolescence
By far the most controversial element of Microsoft’s push is the hardware barrier. The establishment of TPM 2.0 and other stringent requirements was pitched as a necessary move to bolster baseline security and enable new features. However, this shift has left a significant slice of the PC market — potentially hundreds of millions of devices — stranded. For users whose machines run perfectly well under Windows 10, this yields a bitter tradeoff: either accept increasingly urgent security warnings, pay for costly extended support, or invest in new hardware long before their device’s “natural” end of life.This hardware barrier is more than an inconvenience. As research firm Canalys points out, the end of Windows 10 support could theoretically render up to 240 million PCs obsolete — and thus prime candidates for the landfill. The environmental implications of this mass hardware turnover are profound, stirring criticism from both users and sustainability advocates. As Canalys reports, “the end of Windows 10 support could turn 240 million PCs into e-waste” — a staggering figure in an industry already grappling with issues of sustainability and responsible recycling.
Extended Support Versus the Cost of Upgrading
Microsoft has responded in part with an extended support program for Windows 10. The details, however, reveal another pain point. Extended support, much like previous programs for Windows XP and 7, comes with a premium price. Large enterprises and institutional users may find this cost justifiable, but for individuals and small businesses, the math is less forgiving. For many, the price of maintaining extended support on older Windows 10 machines could quickly exceed the cost of buying a new, compliant PC.This puts Microsoft in an awkward light, as what is framed as a security imperative also comes across as a revenue-generating strategy. Critics argue that the company stands to profit both from extended support subscriptions and new PC sales, while shifting the burden of legacy device disposal onto consumers and the environment.
The Bigger Picture: Security, Support, and Choice
It is important to acknowledge some of the technical justifications behind Microsoft’s move. Windows 11 does offer security advances — from hardware-based isolation to stronger protections against malware and firmware attacks, partly thanks to the requirement for TPM and newer processors. Security experts broadly agree that running an unsupported OS is risky, and attacks against unpatched systems have historically spiked after support ends. In this sense, Microsoft’s message, if not its delivery, is grounded in legitimate concerns.Yet, the specter of forced obsolescence, whether by design or by circumstance, hangs heavy over the Windows ecosystem. This is further exacerbated by Microsoft’s shifting position: for years, Windows 10 was declared “the last version of Windows,” with feature updates delivered indefinitely. The move to Windows 11 — and the introduction of hardware-linked system requirements — represents a sharp departure from that philosophy, leaving many users feeling misled.
Intel in the Spotlight: The PC Ad War
Microsoft’s recent promotional campaign also brings hardware partners into the fray. The “right side of risk” messaging does not simply encourage any Windows 11 PC, but singles out those powered by Intel chips, particularly featuring Intel’s commercial vPro platform. This emphasis is telling — and, as observers have noted, comes at a time of heightened competition in the PC chip market.Just weeks before Microsoft’s ad push, Qualcomm launched a series of aggressive advertisements highlighting its Snapdragon X processors and questioning Intel’s dominance, particularly around battery life and performance on unplugged laptops. Qualcomm’s ads claimed, for example, that some Intel-powered laptops drop to “as little as 55%” performance when running on battery, a claim that — while based on real world power management behaviors — is hotly debated in forums and among reviewers.
Microsoft’s ad, for its part, does not mention Qualcomm or its Copilot+ PCs (a branding that recently launched with exclusive six-month rights given to Qualcomm). Instead, it reasserts Intel’s centrality by pairing the “right side of risk” slogan with Intel-powered Windows 11 devices. For consumers, this alignment becomes both a reassurance and an implicit suggestion that only certain hardware represents a truly secure or modern Windows experience.
Copilot+ PCs: The Shape of Things to Come
Adding to the complexity is the rise of Copilot+ PCs, Microsoft’s new brand for AI-enabled Windows experiences. Qualcomm currently enjoys an exclusive launch period for its Snapdragon X chips in this segment — a significant move as Microsoft looks to embed AI and advanced features at the hardware level. This shift further complicates the landscape for upgraders: the “best” Windows 11 experience is now cast as one dependent not only on upgrading from Windows 10, but on choosing the right silicon.As the six-month Copilot+ PC exclusivity period for Qualcomm lapses, Intel and AMD are expected to roll out their own competing platforms. Microsoft’s latest ad, therefore, can be seen not just as a security pitch, but as a repositioning ahead of the next phase in the hardware wars.
Environmental Implications: E-Waste and Sustainability
Perhaps the most sobering aspect of the Windows 10 sunset is its potential to unleash a wave of e-waste. If even a fraction of the 240 million PCs cited by Canalys are discarded as a direct result of the hardware requirements baked into Windows 11, the environmental costs will be catastrophic. E-waste is a growing global crisis, with many devices ending up in landfills where toxic components can leach into soil and water, or being processed under hazardous conditions in developing countries.Despite increased awareness, the recycling infrastructure for consumer PCs remains spotty at best. Microsoft and its OEM partners have taken steps to improve hardware sustainability, but the scale of the upcoming transition threatens to dwarf current efforts. Critics argue that phasing out support for devices that are still useful is fundamentally irresponsible — particularly when energy, minerals, and labor have already been invested in their manufacture.
The push for users to upgrade — whether motivated by security, revenue, or competitive positioning — could therefore be viewed as running counter to broader industry commitments to environmental sustainability and responsible technology stewardship.
Alternatives for Windows 10 Holdouts: Linux and Beyond
What, then, does the future hold for those unwilling or unable to make the jump? Some users are exploring alternatives, such as installing Linux on unsupported hardware. Various Linux distributions, including Ubuntu, Linux Mint, and Fedora, provide ongoing security updates, will run on much older hardware, and offer a wide range of user-friendly features.For technically inclined users, Linux is a viable way to extend the life of their PC without incurring new costs or contributing to e-waste. However, the migration process is not trivial, especially for those accustomed to the Windows ecosystem. Compatibility with certain software and peripherals can also be problematic, though third-party developers have made strides in closing many of these gaps.
For others, the only practical alternative may be to defer the upgrade decision — accepting the risks associated with unsupported Windows 10 until either hardware failure or software obsolescence forces their hand.
Critical Analysis: Strengths, Weaknesses, and the Road Ahead
Strengths of Microsoft’s Approach
- Security Emphasis: Microsoft’s core argument is not baseless; the risks of running an unsupported operating system are real. High-profile malware attacks like WannaCry have historically targeted systems lacking security updates.
- Modernization: The transition to Windows 11, with its tighter hardware requirements, sets a new baseline for security and performance, arguably benefiting both users and the industry as a whole.
- Ecosystem Health: Regularly cycling old devices out of service theoretically keeps the Windows ecosystem more consistent and easier to support, accelerate innovation, and minimize compatibility headaches.
Weaknesses and Potential Risks
- Perceived Strong-Arming: The tone of recent ads feels less like a warning and more like coercion, risking user goodwill and feeding resentment among the company’s core desktop base.
- Forced Obsolescence: By enforcing upgrade paths that many users cannot take, Microsoft undermines sustainability and forces a large e-waste spike, regardless of whether devices are genuinely obsolete.
- Hardware Vendor Favoritism: Focusing on Intel-powered PCs — and only glancingly acknowledging the rapidly changing competitive landscape (Qualcomm, AMD, and others) — may further confuse or alienate consumers seeking “future-proof” hardware.
- Financial Impact: From costly extended support to expensive new device purchases, the financial burden on consumers and small businesses could be significant, during a time when global economic pressures are already high.
- Communication Clarity: By initially framing Windows 10 as the “last” version, Microsoft risks reputational damage by shifting course with relatively short notice and tying future upgrades to hardware refresh cycles.
Verifiability and Industry Perspective
- Security Claims: The assertion that running unsupported Windows 10 after October 2025 is risky is well-founded and echoed by independent security experts.
- E-Waste Warning: Canalys’ estimate of up to 240 million devices becoming e-waste is supported by industry research; though precise figures could vary, even a conservative estimate signals a major challenge.
- Performance of Competing CPUs: Qualcomm’s claim of Intel-powered laptops dropping to 55% performance when unplugged is controversial, with real-world results varying significantly by device, workload, and power settings. Independent reviews confirm that performance drops do occur but rarely to such extreme lows except under specific conditions.
Conclusion: Navigating the End of Windows 10 Support
As the clock ticks toward October 2025, one fact is clear: Microsoft’s end-of-support milestone for Windows 10 will reshape the PC landscape in profound ways. The company’s “right side of risk” campaign is designed to compel upgrades — not only for the sake of user security, but also to serve broader business and ecosystem interests.Yet, for many loyal Windows users, the path forward is not obvious or easy. The intertwining of software support with strict hardware requirements means that millions will face a choice between costly upgrades, ongoing fees, or abandoning the Windows ecosystem altogether. Layered over these personal dilemmas are societal challenges — from e-waste and sustainability to the ethical responsibilities of a technology giant.
In the months ahead, Microsoft’s handling of this transition will be closely watched. Effective communication, transparency regarding alternatives, and genuine investment in recycling and sustainability initiatives will be vital. Equally, consumers must weigh the risks, costs, and opportunities, deciding for themselves what it means to be on the “right side” — not only of risk, but of responsible technology use. As the end of Windows 10 draws near, the real test will be how well the tech industry balances progress, security, and the needs of an ever-diverse user base.
Source: Windows Central Microsoft tells Windows 10 users to upgrade now to be on the “right side of risk”
