Microsoft is really getting the pushback on Windows 10.
Hundreds of organizations, including repair shops and advocacy groups, are urging Microsoft to extend free security updates for Windows 10, which is set to end on October 14, 2025. A letter organized by the U.S. Public Interest Research Group was signed by 382 businesses, 83 elected officials, and numerous consumer advocacy organizations, highlighting concerns that approximately 40 percent of current PCs cannot upgrade to Windows 11. The letter warns that without continued support, many computers would be left insecure or destined for the landfill. A petition supporting this cause has garnered over 16,000 signatures from U.S. citizens, while a French nonprofit has collected more than 44,000 signatures for a similar initiative. Microsoft’s decision could exacerbate the e-waste problem, as around 400 million Windows 10 machines are estimated to be incompatible with the new operating system.
Windows 10 currently holds a significant 40.5 percent share of the Windows desktop market, while Windows 11 adoption stands at only 48.94 percent. According to Statcounter, which tracks data from over 1.5 million websites, Windows 10’s market share has declined from 62.75 percent a year ago, highlighting a slower-than-expected transition to Windows 11.
Despite these appeals, Microsoft has made only limited concessions. Although Windows 10 devices will continue to function, the lack of updates raises concerns about vulnerabilities, leaving both consumers and enterprises facing difficult decisions regarding their operating system strategies. Users can opt for extended security updates for a fee, or by redeeming Microsoft Rewards points.
Why do we care?
Windows 10 support ends in October 2025, and 40% of PCs can’t move to Windows 11. That’s hundreds of millions of machines. Microsoft says, “no free updates, but hey, you can pay us or use some Rewards points.” That’s not much of a concession.
This puts SMBs in a bind. Perfectly good machines suddenly become “unsupported,” and businesses face a choice: spend unbudgeted money, run insecure systems, or toss hardware into the landfill. And that’s fueling all this pushback.
This is coming straight at providers. If you don’t already have a plan in place for every Windows 10 endpoint you manage, you’re going to be firefighting in 2025. Do the audits now, build the budgets, and set the refresh strategy. Some endpoints will need hardware refresh, some can limp along with paid security updates, and maybe a few can move to alternatives.
The takeaway? Don’t let Microsoft’s lifecycle dictate chaos for your customers. Get ahead of it, and you’ll be the trusted advisor instead of the cleanup crew.