The company is counting on tens or even hundreds of millions of people to download its latest release in the coming months. Many people will also get Windows 10 as part of new PCs. The launch will be accompanied by a global marketing campaign for an event the company hopes will be pivotal — both for its own future and for a vast audience of computer users around the world.
Windows 10 is coming to PCs and tablets first, but it’s also designed to run phones, game consoles and even holographic headsets. It has new features, a streamlined web browser called Edge and a desktop version of Cortana, the online assistant that is Microsoft’s answer to Google Now and Apple’s Siri.
Still, the company insists Windows 10 will seem familiar to users of Windows 7, the six-year-old operating system still running on most PCs. Microsoft and PC makers want to erase the memory of the last big update, 2012’s Windows 8, which alienated many with its jarring, unwieldy design.
Microsoft skipped the name Windows 9, as if to distance itself further from the last release. While many analysts believe Windows 8 made sagging PC sales even worse, it’s unclear if Windows 10 will spur the industry back to growth.
The company is also offering Windows 10 as a free download, any time over the next year, to anyone who has the Home or Pro versions of Windows 7 or 8 (but not the Enterprise versions used by big organizations). Some people might not get it the first day; Microsoft says it will deliver downloads in waves, to ensure things go smoothly, but it hasn’t said how long that will take.
Retailers such as Best Buy, Staples and Wal-Mart will have some desktops and laptops with Windows 10 already installed. More models are coming.
CEO Satya Nadella says he wants to have 1 billion devices running Windows 10 in three years. Microsoft estimates there are 1.5 billion people who currently use some kind of Windows. Rather than charging them to upgrade, as Microsoft used to do, it’s embracing the free download model pioneered by Apple and Google.
In addition, Microsoft is counting on Windows 10 to spur more use of other services. Microsoft makes money from selling advertising for its Bing search engine, and Windows 10 comes with many apps that steer people to Bing.
The company also collects fees from people who use premium versions of its Office software, OneDrive cloud storage and Skype.
Windows 10 also lets users log in with their face, iris or thumbprint, instead of remembering passwords, though this works only with computers equipped with the right hardware.
Most PC users are still working with Windows 7, thanks to Windows 8’s unpopularity. But Microsoft plans to phase out maintenance and security support for Windows 7 over the next five years, and for Windows 8 by 2023, as it did with the older Windows XP. Still, there’s no need to panic about upgrading right away.
Windows 10 won’t make people give up their handheld gadgets, but it’s part of Nadella’s strategy to reposition Microsoft for a world where people use multiple devices. PC makers are hoping he succeeds.
Jeff Barney, who runs Toshiba’s consumer PC business, said the new software is easier to use than Windows 8 and will complement hardware advances in Toshiba’s newest machines. Although Barney isn’t expecting a big rush to stores Wednesday, “over time, I think we’re going to see a positive trend in sales.”