Users continue to exhibit hesitance towards Windows 11, with some likening the sales pitch to “trying to sell sand at a beach.” This lighthearted analogy underscores a more serious concern: despite a modest increase in Windows 11’s market share last month, only the most ardent supporters of Microsoft would argue that the transition is proceeding smoothly. The pressing question remains: why is the uptake so sluggish?
Compatibility Concerns
When Windows 11 was introduced in 2021, it came with a controversial set of hardware compatibility requirements that excluded a significant portion of existing devices. The necessity for a Trusted Platform Module (TPM) 2 and a relatively modern CPU to operate the new system left many users frustrated. In a bid to alleviate some of this discontent, Microsoft hastily added the Surface Studio 2’s Intel Core i7-7820HQ to the compatibility list, ensuring its flagship device would not be sidelined by its own operating system.
Fast forward more than three years, and the hardware replacement cycle has begun to shift. While the limitations still appear somewhat arbitrary, the dwindling pool of older computers means that finding a PC incompatible with Windows 11 is becoming increasingly rare. Yet, despite this gradual easing of barriers, Windows 10 continues to dominate the market share landscape.
Reasons to Upgrade
Returning to the metaphor of selling sand at the beach, the impending end of support for Windows 10 is one of the few compelling reasons users have to consider an upgrade. Many of the features that are touted as new in Windows 11 are already present in Windows 10, merely requiring activation. For instance, BitLocker is enabled by default in the Home edition of Windows 11 from the 24H2 update.
In well-managed enterprises, Windows 10 can be secured effectively, leading many organizations to question the wisdom of transitioning to Windows 11, which has been marked by missing user interface features and a surge of complaints regarding functionality. One Register reader recounted their experience of upgrading machines to Windows 11, only to revert back to Windows 10 due to frustrations with missing UI elements and persistent Wi-Fi issues.
The current market share data suggests that this reader’s experience is not isolated. Microsoft remains steadfast in its position, announcing that support for most versions of Windows 10 will conclude on October 14, 2025, unless users opt for extended security updates. While the stringent hardware requirements for Windows 11 are becoming less of a concern as time progresses, there will still be numerous PCs unable to make the leap when the deadline arrives.
The Upgrade Dilemma
The crux of the matter lies in the absence of a standout feature in Windows 11 that would incentivize users to upgrade, aside from the necessity of receiving ongoing patches. Hardware vendors, once optimistic about a surge in sales driven by Windows 11, are now shifting their focus toward AI PCs as a potential catalyst for growth. However, the Windows 11 experience reveals a disconcerting truth: without a clear advantage to upgrading, many users remain reluctant.
Marketing teams tasked with promoting Windows 11 are now redirecting their efforts towards AI PCs. Yet, similar to the challenges faced by Windows 11, there is no definitive application to motivate users to adopt local AI, aside from possible enhancements to Windows Search. The pricing of AI PCs also poses a significant hurdle, a reality that manufacturers are acutely aware of.
Historically, transitions from Windows XP to Windows 7, and from Windows 7 to Windows 10, were driven by compelling reasons—be it architectural improvements or enhanced security. However, the case for moving to Windows 11 appears less persuasive. IT administrators may only feel compelled to upgrade due to the looming support expiration date in October.
Ultimately, while Windows 11 is set to replace Windows 10, Microsoft’s firm stance on the end of support has created a scenario where IT departments may feel pressured to upgrade to avoid compliance issues. Many organizations already possess compatible hardware, but the motivation to act must extend beyond mere compliance. Microsoft must deliver more than just basic features to satisfy its hardware partners and shareholders, and to encourage users to embrace the anticipated wave of AI PCs that will follow Windows 11.
