Microsoft Borrows Windows 10 Strategy from the Borg

Microsoft has learned a thing or two. It has adopted many design and marketing tactics from Apple, and now it seems like it is employing strategy from Star Trek: The Next Generation when it comes to propagating Windows 10:

We are Microsoft. You will be assimilated into Windows 10. Resistance is futile.

It seems that Microsoft has decided to fashion its Windows 10 strategy on the Borg from Star Trek: The Next Generation.

First, Microsoft did its best to make the new operating system inviting. It reversed gears on many of the controversial features that made customers object to Windows 8 and Windows 8.1—making the Windows 10 much closer to Windows 7. Best of all, though, Microsoft made the upgrade to Windows 10 FREE for systems running Windows 7 or later.

It should be a no-brainer to upgrade. And yet, there are still a large percentage of Windows users who refuse to make the switch, even for free. Part of that backlash is a function of privacy concerns. Windows 10 is much more seamlessly integrated with the cloud than previous versions, and many of the features of Windows 10 and the Cortana virtual assistant rely on access to email, calendar information, and location data. There are definitely benefits to sharing this information with Windows 10, but many consumers just don’t trust Microsoft.

Of course, Microsoft hasn’t done itself any favors in this department, because it keeps doing shady things seemingly designed to surreptitiously force users to upgrade to Windows 10. The invitation to upgrade earlier Windows systems for free evolved into an obnoxious, pushy pop-up. The options offered are “Upgrade now” or “Start download, upgrade later”. Microsoft apparently doesn’t accept the possibility of “I’d prefer not to upgrade”.

There were reports of many users receiving the complete Windows 10 installation file on their systems even when they hadn’t requested or approved it. Microsoft just wanted to be proactive and plan ahead by putting the file there. You know, so it’s ready when the customer inevitably decides to pull the trigger. Just in case.

Last week Microsoft announced a change in its support policy. Essentially, on new hardware Microsoft will only support the latest OS. In other words, if you buy a new Windows 10 system and then downgrade it to a previous version of Windows you will risk losing access to support and updates from Microsoft.

Read the full story on Forbes: Resistance Is Futile: You Will Be Assimilated Into Windows 10.

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Tony Bradley

Editor-in-Chief at TechSpective

I have a passion for technology and gadgets--with a focus on Microsoft and security--and a desire to help others understand how technology can affect or improve their lives. I also love spending time with my wife, 7 kids, 4 dogs, 7 cats, a pot-bellied pig, and sulcata tortoise, and I like to think I enjoy reading and golf even though I never find time for either. You can contact me directly at tony@xpective.net. For more from me, you can follow me on Threads, Facebook, Instagram and LinkedIn.

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