Microsoft has a history of irritating users to encourage upgrades from older Windows versions, and now they seem to be focusing on persuading people to buy new PCs—particularly from the Microsoft Surface Laptop range. While the specific laptop is not mentioned, the intent is unmistakable. Microsoft is shifting its strategy from merely encouraging users to leave Windows 10 to pushing them towards replacing outdated hardware.
The Role of Copilot+
Copilot+, an AI feature that comes standard in Windows 11, plays a major role in these new advertisements. A full-screen prompt, which isn't appearing for every Windows 10 user just yet, encourages people to "level up" by purchasing a PC compatible with Copilot+. The catch here is that only a limited number of machines currently meet the criteria for this new feature. For a device to be certified for Copilot+, it must have an integrated neural processing unit capable of executing at least 40 trillion operations per second. Right now, the only PCs available that fulfill this requirement utilize Snapdragon X, Intel Core Ultra, or AMD Ryzen AI processors.
A Push for New Sales
This strategy is clearly aimed at increasing the sales of new PCs. Windows 10 has maintained high user numbers for quite a while; however, since late 2021, the majority of new PCs sold have come equipped with Windows 11. This campaign is primarily focused on users clinging to their old hardware, and its aggressive and seemingly urgent approach might just nudge less tech-savvy users to make the switch. For those who wish to remain on Windows 10 and keep their older systems, there are a few alternatives, but the official support from Microsoft will only extend for a year. On the other hand, unofficial alternatives are mainly for users with more technical skills.
Conclusion
In conclusion, Microsoft’s current marketing efforts highlight a trend towards getting users to update their hardware rather than just their software. With the introduction of features like Copilot+, they are making a clear push for modern machines, leaving older systems behind. While some users may find ways to stick to their current setups, the pressure from these ads could lead many to consider new purchases.
