Microsoft is finally taking steps to address its overly aggressive Windows 10 upgrade prompts, which have drawn wide criticism from users. The company now says it has once again changed the upgrade message to be clearer, with a statement to ZDNET confirming that the decision was based on customer feedback.
The change adds another confusing chapter to Microsoft's Windows 10 upgrade strategy, but at least now the company is making moves to improve the situation.
Indeed, the original upgrade policy was rather simple, but Microsoft decided to change it allowing the Windows 10 upgrade to schedule itself even if the user dismissed the prompt window via the “Red X”. The fallout has been fairly seismic, including calls for Microsoft to be investigated be the EFF and accusations that the aggressive scheduling is like malware.
Just yesterday we reported on a woman who says the forced upgrade slowed her PC to a crawl, taking her case to court earned her $10,000 in damages from Microsoft. It is likely the company was planning to make positive changes to the Windows 10 upgrade policy before the case, but that legal loss may have spooked Redmond into action.
In a statement attributable to Terry Myerson, executive vice president, Windows and Devices Group, Microsoft said that listening to customers is a priority for the company:
“Since we introduced a new upgrade experience for Windows 10, we've received feedback that some of our valued customers found it confusing. We've been working hard to incorporate their feedback and this week, we'll roll out a new upgrade experience with clear options to upgrade now, schedule a time, or decline the free offer. The ‘Red X' at the top corner of the dialogue box will now simply dismiss the reminder and will not initiate the upgrade. We'll continue to be led by your feedback and always, earning and maintaining your trust is our commitment and priority.”
While Microsoft's upgrade strategy has frustrated customers, it has also arguably been hugely successful as Windows 10 has been seated on over 300 million machines worldwide. However, some trust has been lost and Microsoft is eager to win it back with Windows 10 about to end its free upgrade run on July 29. After that, the cost of upgrading will be $119.