Windows 10 End-of-Support Nears: Why Microsoft Is Pushinig for Windows 11 and Copilot+ PCs

As Microsoft’s October 14, 2025, end-of-support deadline for Windows 10 draws closer, the tech giant is rapidly intensifying its push for users to embrace either Windows 11 or the emerging Copilot+ PCs. Amidst a backdrop of increasing pop-ups and blog posts, the company’s latest campaign is impossible to miss for anyone still relying on Windows 10. Microsoft’s communication strategy has become bold and unmistakable, leveraging everything from in-device notifications to expansive, multi-language full-screen prompts immediately after system boot. For millions worldwide who continue to rely on Windows 10—often on machines that remain both functional and powerful—the message signals a critical crossroads for the Windows ecosystem.

The Urgency to Migrate: Microsoft’s Position​

Microsoft’s messaging underscores a growing urgency for users to migrate. The official end of support date—October 14, 2025—is now firmly on the horizon. Security and feature updates for Windows 10 will cease, a risk that Microsoft does not want users to overlook. But unlike previous transitions, the company is not merely encouraging an operating system upgrade. With Windows 11’s hardware requirements excluding a substantial portion of existing PCs—particularly those lacking a Trusted Platform Module (TPM) 2.0 or newer generation CPUs—Microsoft is positioning its Copilot+ PCs as the optimal solution.
“Turbocharged performance,” “all-day battery life,” and “next-gen AI features” are some of the marketing phrases Microsoft uses to entice consumers to embrace these new Copilot+ powered devices. According to the company, buyers of these new AI PCs will gain access to features such as Recall, designed to redefine productivity and user experience through artificial intelligence integration that reaches farther than any previous Windows iteration.

Why the Big Push for Copilot+ PCs?​

The sudden escalation in Microsoft’s advocacy for Copilot+ PCs connects directly to several strategic goals.

AI Integration at the Core​

First and foremost, Copilot+ PCs embody Microsoft’s ambition to lead the AI PC revolution. With hardware designed specifically to run large on-device models, these systems stand apart from legacy PCs that lack the required processing power or neural compute capabilities. The Recall feature, heavily featured in Microsoft’s messaging, represents this shift—a form of personal timeline that allows users to “recall” snapshots of past activities across documents, web browsing, and apps, all powered by in-device AI.

The Problem of Hardware Compatibility​

Windows 11 was controversial upon release due to its relatively stringent hardware requirements. TPM 2.0, Secure Boot, and new-generation processors were non-negotiable for installation, leaving millions with otherwise capable computers that could not be officially upgraded from Windows 10. These requirements, Microsoft maintains, are in the interest of platform security and reliability. But for many users, especially businesses that invested in fleets of Windows 10 machines, the prospect of replacing functional hardware remains an unpalatable one.

Commercial Strategy and Platform Cohesion​

Microsoft’s campaign thus serves more than a user’s best interests—it supports commercial drivers. By nudging users toward Copilot+ PCs, Microsoft strengthens its partnerships with hardware manufacturers while catalyzing widespread adoption of next-generation Windows features. The migration also secures its position in the AI arms race, as competitors like Apple and Google move to integrate more advanced AI experiences into their respective platforms.

Full-Screen Pop-Ups and Their Reception​

The use of full-screen pop-up advertisements at system startup marks a notable turn in Microsoft’s approach. These pop-ups appear in multiple languages, ensuring global reach, and detail the advantages of both Windows 11 and Copilot+ PCs to anyone still using Windows 10. For many, this intrusive form of advertising recalls tactics more common among free software, not a paid desktop operating system.

User Pushback and the Value Proposition​

The backlash from these tactics is palpable. Many users find them aggressive, especially when their current hardware remains fully functional and meets their needs. The central sticking point is that the inability to upgrade to Windows 11 is rarely the result of user choice, but rather a consequence of hardware compatibility. Being told to purchase new hardware for AI features when their daily tasks remain unchanged can feel like manufactured obsolescence.
However, Microsoft has tempered its approach with an alternate option—the Extended Security Updates (ESU) program for Windows 10. For a fee (currently estimated at $30 per device, per year), users and organizations can receive critical security patches beyond the official end-of-support date. While this option mirrors previous paths offered for Windows 7, it represents a financial, not technical, solution for those unwilling or unable to upgrade.

The Stakes for Users: Security, Features, and the True Cost of Upgrade​

What Does End of Support Really Mean?​

When Microsoft’s official support ceases, Windows 10 will no longer receive security patches, making lingering vulnerabilities a potential entry point for malware and cybercriminals. For organizations handling sensitive data or anyone practicing safe computing, forgoing these updates is a genuine risk. Over time, this lack of support can make using Windows 10 in many contexts—such as business, finance, and government—untenable.
But it’s not only about security. Mainstream support cessation generally precludes compatibility with new software and hardware. As major application developers follow Microsoft’s lead, legacy Windows 10 installations may find themselves increasingly unable to run new versions of productivity tools or use current-generation peripherals.

The Copilot+ PC: Is It Worth It?​

Transitioning to a Copilot+ PC isn’t just a Windows upgrade—it means investing in a new device characterized by specific hardware designed to power onboard AI functions. For early adopters, the promise of AI-integrated productivity—Recall, smarter search, AI-powered assistance throughout Windows—presents a significant draw.

Key Features of Copilot+ PCs​

• On-Device AI: Ability to process AI tasks locally, improving speed and privacy.
• Recall: Timeline-like capability to search through past activity, promising simplified work and research.
• Enhanced Security: Hardware and firmware designed to be more resistant to attacks, leveraging the latest Microsoft and industry standards.
• Battery Life and Performance: Claims of “all-day” battery and “turbocharged” performance target the needs of mobile professionals and power users.

The Catch​

These devices come at a cost. Not only is there the upfront price of new hardware, but users may face learning curves as they adjust workflows or deal with migration challenges. For small businesses, nonprofits, or individuals on tight budgets, the expense is non-trivial.

The ESU Option: A Temporary Solution​

For those wishing to delay the transition, the ESU option offers an official way to continue using Windows 10 securely. However, it is important to note that:

• The ESU program is an annual fee, not a perpetual solution.
• It only covers security fixes, not new features or compatibility updates.
• Over time, software vendors may drop Windows 10 support regardless of ESU participation.

Ultimately, this option is a stopgap that buys time to plan for a more permanent migration.

Risk Assessment: Security, Privacy, and User Choice​

Manufactured Obsolescence or Necessary Evolution?​

Cynics may view Microsoft’s campaign as a textbook example of planned obsolescence—forcing users off hardware that works perfectly well to drive new purchases. There’s a kernel of truth in this: the wave of Copilot+ PC advertising can feel especially forceful to those who would happily use their current machines for years to come. However, the march of technology genuinely brings advances in security, capability, and experience that eventually render very old devices less safe and compatible.

AI and Privacy: A New Frontier​

The addition of AI features such as Recall introduces new considerations. Local AI processing can benefit privacy by keeping sensitive computation off the cloud, but new forms of data collection and analysis may unearth previously unseen risks. Any timeline or activity-tracking feature is inherently sensitive—users will need robust, transparent controls and confidence that their data will not be misused.

The Experience for Everyday Users​

For millions of home users and small businesses, the most pressing question is whether the upgrade’s advantages are meaningful for them. If their workflows and daily needs are unchanged by AI features, and if their PC’s performance remains acceptable, there is little inherent value in either the new OS or a hardware swap. Forced-march upgrades risk damaging user goodwill.
It’s here that Microsoft’s strategy may encounter resistance. Users want and deserve a clear value proposition—something Copilot+ PCs must deliver convincingly as the end-of-support date closes in.

Critical Analysis: Microsoft’s Windows Migration Playbook​

The Strengths​

• Security Focus: Proactively moving users toward supported platforms reduces collective exposure to new threats, supporting a safer computing ecosystem.
• Innovation Leadership: Launching Copilot+ PCs pushes the envelope, keeping Windows competitive as AI redefines personal computing.
• Commercial Momentum: By driving demand for new hardware, Microsoft strengthens its overall platform and partnerships.

The Weaknesses and Risks​

• Aggressive Promotion: Full-screen ads and pop-ups may provoke user irritation, especially among those with no viable upgrade path.
• Cost Barrier: For many, the real barrier is financial—new hardware is expensive, and ESU fees add up over time.
• Fragmentation: Forcing a split between AI-capable Windows devices and legacy hardware risks creating a fragmented ecosystem, with some users left behind.
• Privacy Concerns: Next-generation features like Recall must be fully transparent and controllable, or risk user distrust.

The Bottom Line: Navigating the Windows 10 Sunset​

The runway for Windows 10 users is shrinking fast. Microsoft’s campaign to push upgrades—whether to Windows 11 or to a wholly new generation of Copilot+ PCs—is motivated by both security realities and business strategy. The new generation of AI PCs promises genuinely transformative features for some, but for many users, the existing hardware and software meet their daily needs, and the leap to a new platform feels less like a technical imperative and more like an artificial deadline.
For users whose PCs cannot upgrade to Windows 11, Copilot+ PCs are Microsoft’s preferred path. For those holding out, at least one more year of extended support is available—for a price. Whatever the choice, the key for end users is to weigh cost, actual benefits, privacy, and the need for ongoing security.
The coming eighteen months will be a defining era for the Windows ecosystem—a time where visions of an AI-powered future confront the lived reality of millions of everyday users. Whether Copilot+ PCs catalyze widespread adoption or provoke prolonged resistance will depend on how well Microsoft—and its hardware partners—navigate the very real challenges of user trust, cost, and value beyond the buzzwords.

---

Source: Windows Report Microsoft wants Windows 10 users to upgrade to Windows 11 or Copilot + PCs