EdgeTest Microsoft official

Last month we reported on Microsoft’s aggressive advertising campaign against Google Chrome’s power consumption. Dubbed the most energy efficient browser, Microsoft has been promoting Edge through battery drain warnings when using Chrome.

Their notification won’t be accurate for much longer. The claim of 36% more browsing time with Edge may be completely unsubstantiated once Chrome 53 rolls out.

“Since the beginning of the year, we’ve made a 33% improvement in video playback GPU/CPU power consumption on Windows 10,” a Google spokesperson told The Verge, “And by Chrome 53, we feel confident that we’ll be at parity with other browsers in terms of power consumption for the majority of video playback on the internet.”

Chrome 53 will release next month, and beating Microsoft’s Edge is sure to be a priority. Google has already tweaked their Android app with significant load times and power efficiency, so their claims are entirely believable.

Edge Notifications after Windows Anniversary Update

Microsoft has not stepped down its campaign since the Windows Anniversary Update, however. If anything, the notifications have become more aggressive.

Extreme Tech has reported there are still popups inside of their browser, reading, “Do more with Microsoft Edge – the fast, new browser build for Windows 10.” Users then get the choice to change it to their default.

Patrick Moorhead, Moor Insights and Strategy analyst, has noticed further changes following the update. Rather than just showing in the notification tray, a physical box now appears above the battery icon:

The move of pushing their products on an OS level is something that many predicted. It’s definitely a questionable practice on Microsoft’s part – with tracking data they can tailor the notifications to what works, and influence user preferences through extremely invasive advertising.

When considering that their claims may not even be reputable, the practice seems very dishonest. It will be interesting to see if Microsoft will cut the pop-ups after the release of Chrome 53, or if the nagging will continue regardless.