At the Build Conference in April 2014, Microsoft's Terry Myerson unveiled an updated version of Windows 8.1 (build 9697) that added the ability to run Windows Store apps inside desktop windows and a more traditional Start menu in place of the Start screen seen in Windows 8. The new Start menu takes after Windows 7's design by using only a portion of the screen and including a Windows 7-style application listing in the first column. The second column displays Windows 8-style app tiles. Myerson said that these changes would occur in a future update, but did not elaborate.[33][34] Microsoft also unveiled the concept of a "universal Windows app", allowing Windows Store apps created for Windows 8.1 to be ported to Windows Phone 8.1 and Xbox One while sharing a common codebase, with an interface designed for different device form factors, and allowing user data and licenses for an app to be shared between multiple platforms. Windows Phone 8.1 would share nearly 90% of the common Windows Runtime APIs with Windows 8.1 on PCs.[33][35][36][37]
The Windows Runtime app ecosystem was revised into the Universal Windows Platform (UWP).[35][64][65] These universal apps are made to run across multiple platforms and device classes, including smartphones, tablets, Xbox One consoles, and other devices compatible with Windows 10. Windows apps share code across platforms, have responsive designs that adapt to the needs of the device and available inputs, can synchronize data between Windows 10 devices (including notifications, credentials, and allowing cross-platform multiplayer for games), and are distributed through the Microsoft Store (rebranded from Windows Store since September 2017).[66] Developers can allow "cross-buys", where purchased licenses for an app apply to all of the user's compatible devices, rather than only the one they purchased on (e.g., a user purchasing an app on PC is also entitled to use the smartphone version at no extra cost).[36][67][68]
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Windows 10 was available in 190 countries and 111 languages upon its launch, and as part of efforts to "re-engage" with users in China, Microsoft also announced that it would partner with Qihoo and Tencent to help promote and distribute Windows 10 in China, and that Chinese PC maker Lenovo would provide assistance at its service centers and retail outlets for helping users upgrade to Windows 10.[172][173][174] At retail, Windows 10 is priced similarly to editions of Windows 8.1, with U.S. prices set at $119 and $199 for Windows 10 Home and Pro respectively. A Windows 10 Pro Pack license allows upgrades from Windows 10 Home to Windows 10 Pro.[175][176] Retail copies only ship on USB flash drive media; however, system builder copies still ship as DVD-ROM media.[177] New devices shipping with Windows 10 were also released during the operating system's launch window.[178]
During its first year of availability,[180] upgrade licenses for Windows 10 could be obtained at no charge for devices with a genuine license for an eligible edition of Windows 7 or 8.1.[176][181][182]
This offer did not apply to Enterprise editions, as customers under an active Software Assurance (SA) contract with upgrade rights are entitled to obtain Windows 10 Enterprise under their existing terms. All users running non-genuine copies of Windows, and those without an existing Windows 7 or 8 license, were ineligible for this promotion; although upgrades from a non-genuine version were possible, they result in a non-genuine copy of 10.[157][172][182][183][184]
On the general availability build of Windows 10 (the original release), to activate and generate the "digital entitlement" for Windows 10, the operating system must have first been installed as an in-place upgrade. During the free upgrade, a genuineticket.xml file is created in the background and the system's motherboard details are registered with a Microsoft Product Activation server. Once installed, the operating system can be reinstalled on that particular system via normal means without a product key, and the system's license will automatically be detected via online activation - in essence, the Microsoft Product Activation Server will remember the system's motherboard and give it the green light for product re-activation.[170][185][186] Because of installation issues with Upgrade Only installs, the November Update (version 1511) included additional activation mechanisms. This build treated Windows 7 and Windows 8/8.1 product keys as Windows 10 product keys, meaning they could be entered during installation to activate the free license, without the need to upgrade first to "activate" the hardware with Microsoft's activation servers.[187] For major Original Equipment Manufacturers (OEMs), Windows 8/8.1 and Windows 10 OEM product keys are embedded in the firmware of the motherboard and if the correct edition of Windows 10 is present on the installation media, they are automatically inputted during installation. Since the release of the Fall Creators Update (version 1709), Microsoft decided to release multi-edition installation media, to alleviate installation and product activation issues users experienced because of accidentally installing the wrong edition of Windows 10.
The Windows Insider Preview version of Windows 10 automatically updated itself to the generally released version as part of the version progression and continues to be updated to new beta builds, as it had throughout the testing process. Microsoft explicitly stated that Windows Insider was not a valid upgrade path for those running a version of Windows that is ineligible for the upgrade offer; although, if it was not installed with a license carried over from an in-place upgrade to 10 Insider Preview from Windows 7 or 8, the Insider Preview does remain activated as long as the user does not exit the Windows Insider program.[157][158]
However, another loophole was found that allowed Windows 7 and 8.1 users upgrade to Windows 10 using existing licenses, even though the free upgrade offers officially ended in 2017. No word from Microsoft was given whether it will be closed[196] and some outlets have continued to promote it as a free method of upgrading from the now-unsupported Windows 7.[197]
During upgrades, Windows 10 licenses are not tied directly to a product key. Instead, the license status of the system's current installation of Windows is migrated, and a "Digital license" (known as "Digital entitlement" in version 1511 or earlier) is generated during the activation process, which is bound to the hardware information collected during the process. If Windows 10 is reinstalled cleanly and there have not been any significant hardware changes since installation (such as a motherboard change), the online activation process will automatically recognize the system's digital entitlement if no product key is entered during installations. However, unique product keys are still distributed within retail copies of Windows 10. As with previous non-volume-licensed variants of Windows, significant hardware changes will invalidate the digital entitlement, and require Windows to be re-activated.[170][185]
Under the Windows end-user license agreement, users consent to the automatic installation of all updates, features and drivers provided by the service, and implicitly consent "without any additional notice" to the possibility of features being modified or removed.[205][206][207] The agreement also states, specifically for users of Windows 10 in Canada, that they may pause updates by disconnecting their device from the Internet.[208]
Enterprise licensees may use the Windows 10 Enterprise LTSC (formerly LTSB) edition, where "LTSC" stands for "Long-Term Servicing Channel", which only receive quality of life updates (i.e. security patches), and has a full, 5 or 10-year support lifecycle for each build.[226][229][222] This edition is designed for "special-purpose devices" that perform a fixed function (such as automated teller machines and medical equipment). For this reason, it excludes Cortana, Microsoft Store, and all bundled Universal Windows Platform apps (including but not limited to Microsoft Edge, hence these builds ship only with Internet Explorer as browser).[230][231][226][182][232][233] Microsoft director Stella Chernyak explained that "we have businesses [that] may have mission-critical environments where we respect the fact they want to test and stabilize the environment for a long time."[234] Four LTSC builds have been released, correlating with the 1507, 1607, 1809, and 21H2 versions of Windows 10, respectively.[235][236][237]
In March 2016, some users also alleged that their Windows 7 and 8.1 devices had automatically begun upgrading to Windows 10 without their consent.[344] In June 2016, the GWX dialog's behavior changed to make closing the window imply a consent to a scheduled upgrade.[345][346] Despite this, an InfoWorld editor disputed the claims that upgrades had begun without any consent at all; testing showed that the upgrade to Windows 10 would only begin once the user accepts the end-user license agreement (EULA) presented by its installer, and that not doing so would eventually cause Windows Update to time out with an error, thus halting the installation attempt. It was concluded that these users may have unknowingly clicked the "Accept" prompt without full knowledge that this would begin the upgrade.[347] In December 2016, Microsoft's chief marketing officer Chris Capossela admitted that the company had "gone too far" by using this tactic, stating, "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."[348]
The Microsoft Services agreement reads that the company's online services may automatically "download software updates or configuration changes, including those that prevent you from accessing the Services, playing counterfeit games, or using unauthorized hardware peripheral devices." Critics interpreted this statement as implying that Microsoft would scan for and delete unlicensed software installed on devices running Windows 10.[361] However, others pointed out that this agreement was specifically for Microsoft online services such as Microsoft account, Office 365, Skype, as well as Xbox Live, and that the offending passage most likely referred to digital rights management on Xbox consoles and first-party games, and not plans to police pirated video games installed on Windows 10 PCs.[361][362] Despite this, some torrent trackers announced plans to block Windows 10 users, also arguing that the operating system could send information to anti-piracy groups that are affiliated with Microsoft.[363] Writing about these allegations, Ed Bott of ZDNet compared Microsoft's privacy policy to Apple's and Google's and concluded that he "[didn't] see anything that looks remotely like Big Brother."[359] Columnist Kim Komando argued that "Microsoft might in the future run scans and disable software or hardware it sees as a security threat", consistent with the Windows 10 update policy.[364] 2ff7e9595c
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