Microsoft admits Windows 10 upgrade campaign was too aggressive

Bradley Wint
Dec 27, 2016 10:10pm AST
Photo: The Verge

Microsoft’s campaign to upgrade to Windows 10 slowly went from something that we looked forward to, to something that was more than a nuisance and borderline qualified as malware.

In all fairness, my upgrade has been flawless and Windows 10 has improved my system’s performance. However, I don’t agree with their aggressive stance taken to convert users to their newest OS.

Many months after the “free” upgrade period ended, Microsoft is finally admitting that they went too far.

In an interview with the Windows Weekly team, Chris Capossela, Microsoft’s Chief Marketing Officer had some words to say about the upgrade process.

We know we want people to be running Windows 10 from a security perspective, but finding the right balance where you’re not stepping over the line of being too aggressive is something we tried and for a lot of the year I think we got it right, but there was one particular moment in particular where, you know, the red X in the dialog box which typically means you cancel didn’t mean cancel.

And within a couple of hours of that hitting the world, with the listening systems we have we knew that we had gone too far and then, of course, it takes some time to roll out the update that changes that behavior. And those two weeks were pretty painful and clearly a lowlight for us. We learned a lot from it obviously.

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It’s unfortunate that Microsoft took this long to realize they messed up, and it’s even funnier that they allowed such an idea to manifest into reality.

Many consider Windows 10 as what Windows 8 should have been from the get go, and there are others who still feel content with Windows 7. As it stands, the Win 10 adoption rate is extremely slow as many continue to use Windows 7. Even though there are ways to still upgrade for free, many don’t know about it and quite frankly, some don’t care to.

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