1. Increasing market share: Windows 10 was released at a time when Microsoft's market share in the personal computer operating system market was declining. By making Windows 10 free, Microsoft aimed to increase the adoption rate of its latest operating system and attract users from other platforms, such as macOS and Linux.
2. Stimulating hardware sales: Microsoft hoped that making Windows 10 free would encourage users to upgrade their existing PCs or buy new ones that came pre-installed with Windows 10. This could benefit both Microsoft and its hardware partners.
3. Unifying the Windows ecosystem: Microsoft aimed to create a more cohesive Windows ecosystem by making Windows 10 free across various devices, including PCs, tablets, and smartphones. This allowed developers to build applications that would run seamlessly on all Windows devices, potentially increasing the appeal of the Windows platform as a whole.
4. Addressing piracy concerns: Microsoft has long struggled with piracy of its software, particularly in emerging markets. By making Windows 10 free, Microsoft wanted to reduce the incentive for users to resort to pirated copies of Windows, thus improving the company's revenue and protecting its intellectual property.
5. Subscription-based model: While Windows 10 itself was free, Microsoft shifted its focus towards a subscription-based model for certain features and services, such as Windows Update, advanced security features, and additional cloud storage space. This allowed the company to generate ongoing revenue from Windows users without charging for the operating system itself.
It's important to note that the free upgrade offer for Windows 7 and Windows 8.1 users ended on July 29, 2016. After this date, users who wanted to upgrade to Windows 10 had to purchase a license.
