As the countdown to the end of guaranteed security updates for Windows 10 inches closer, Microsoft is ramping up its campaign to persuade users to embrace the future of computing—particularly through its Copilot+ PCs. With Windows 10 support officially ending on October 14, 2025, the tech giant is pulling out all the stops to encourage users to either upgrade their hardware or upgrade to newer software, with a notable focus on pushing Copilot+ machines, even if their current setups can handle Windows 11.
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A Familiar Campaign with a New Twist
It’s a strategy that feels familiar but with a modern twist. Windows 10 users have been greeted by full-screen notifications warning them about the looming end of support, but Microsoft is no longer simply suggesting that users upgrade to the next iteration of its operating system, Windows 11. Instead, it’s emphasizing the need for users to purchase Copilot+ PCs—a new line of devices designed to enhance the user experience with advanced AI features.
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This new push for Copilot+ goes beyond simply informing users about the October 2025 deadline for Windows 10. The full-screen ads that many users are seeing focus on promoting Copilot+ PCs, which come with a more robust AI-powered experience compared to standard Windows 11 systems. In essence, Microsoft is using these reminders not just to inform users of their operating system options, but to subtly nudge them toward a specific product—Copilot+ PCs. The company’s messaging seems to suggest that to get the best out of the Windows ecosystem post-Windows 10, a new device may be the best option.
The Copilot+ Push
What makes the Copilot+ line so significant? These devices are part of Microsoft’s broader plan to enhance the computing experience through AI. Copilot+ PCs feature a more powerful integration of AI tools designed to assist users in various tasks, from automation to productivity enhancements. These machines come preloaded with enhanced features for those who want to stay ahead of the curve as Microsoft continues to pivot toward a more AI-driven world.
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However, the focus on Copilot+ PCs in these full-screen ads raises questions. For one, the prompts do not make it clear that upgrading to Windows 11 directly is an option for users whose devices meet the hardware requirements. In fact, Microsoft’s strategy seems to downplay this choice altogether. Rather than giving users the chance to upgrade their existing PCs to Windows 11, Microsoft is promoting the idea of purchasing new hardware altogether.
This shift in messaging is not without its challenges. Many Windows 10 users are still perfectly capable of upgrading their devices to Windows 11. These machines may meet the technical requirements for the newer OS, yet they are instead being urged to purchase an entirely new device for the full Copilot+ experience.
The Lack of Options and Transparency
One striking aspect of these full-screen reminders is the complete lack of mention of an alternative route for Windows 10 users who wish to keep their existing hardware. Specifically, the Extended Security Update (ESU) program—a one-time payment option that allows users to receive an additional year of security updates for $30—is nowhere to be found in these ads. This program, which is available to Home users as well as schools and businesses, could be a helpful middle ground for users who aren’t ready to purchase a new PC yet.
By omitting information about the ESU program, Microsoft’s campaign may leave some users in the dark about their options. This tactic has caused frustration among those who would prefer to hold on to their older PCs without worrying about a lack of security updates. The ESU program provides a lifeline for those who do not need the latest and greatest hardware but still want to ensure that their current devices remain secure.
In a way, Microsoft’s latest push feels like a repeat of its previous campaigns. Back in early 2023, the company employed similar tactics to encourage users to upgrade to Windows 11. In fact, this type of strategy has been a hallmark of Microsoft’s OS transitions for years. For example, in 2016, Windows 7 and 8 users were encouraged to move to Windows 10, and in 2014 and 2019, Microsoft similarly pushed users to upgrade from Windows XP and Windows 7 as those operating systems neared their end of life.
A History of Upgrade Campaigns
This isn’t the first time Microsoft has used aggressive messaging to push users toward newer versions of Windows. The transition from Windows XP to Windows 7 was similarly marketed as a necessity, with full-screen pop-up ads reminding users to upgrade before their systems became vulnerable to security threats. The same approach was used again when Windows 7 support ended, with Windows 10 positioned as the “future” of computing. With each transition, Microsoft has employed a combination of urgency and convenience to persuade users to adopt its latest software and hardware solutions.
What’s different this time, however, is the focus on AI-powered Copilot+ PCs. While past campaigns emphasized the software itself, this new push is equally about the hardware, positioning new devices as essential to get the best Windows experience. This subtle shift in focus reflects Microsoft’s evolving strategy to not just sell an operating system but also to promote a hardware ecosystem that complements its software advances.
The Fine Line Between Push and Pressure
Despite the familiarity of these tactics, there is an underlying sense of pressure for users. The full-screen pop-ups, while informative, could be seen as intrusive and one-sided, providing only one path forward: buying new hardware. For many, this may not be a necessary or desirable route. For users with older but capable systems, the prospect of buying a new device—just to take advantage of Windows 11 or Copilot+—could feel like an unnecessary expense.
It’s important to note that Microsoft isn’t just pushing Copilot+ PCs. The company is also making it clear that support for Windows 10 will eventually come to an end, which raises security concerns for users who choose not to upgrade. However, the messaging could be clearer, and the options could be more transparent. Users deserve to know about all the available paths, whether that’s upgrading to Windows 11, purchasing a new Copilot+ PC, or opting for the Extended Security Update program.
What Should Windows 10 Users Do?
With all the noise around the transition to Windows 11 and Copilot+ PCs, Windows 10 users need to carefully assess their options. If their current machines meet the requirements for Windows 11, upgrading is a perfectly viable option. The process can be done easily through the Windows Update tool or using third-party utilities like Rufus, though users should be mindful of the risks involved when using unofficial methods.
Alternatively, if security updates are a primary concern and a new PC isn’t on the horizon, the Extended Security Update program offers a solid backup for those who prefer to hold on to their existing hardware for a little longer. Ultimately, the decision lies with the user, but understanding all available options is key to making an informed choice.
Final Thoughts: A New Era of Computing
Microsoft’s campaign for Copilot+ PCs reflects the company’s broader vision for the future of computing, where AI is at the forefront. While the push for new devices is understandable from a business perspective, the lack of transparency about all upgrade options leaves a lot to be desired. As Windows 10 support nears its end, users will need to make decisions based on their individual needs, preferences, and budgets.
For some, a Copilot+ PC may be the perfect choice. For others, upgrading to Windows 11 or opting for the ESU program could be more than enough. In the end, it’s about balancing the promise of new technology with the realities of personal preference and financial considerations.
