It’s 2025, and Microsoft is kicking off the year by reminding everyone that support for Windows 10 ends in October. While the company has been trying to entice Windows 10 users to upgrade to Windows 11 with full-screen prompts throughout 2024, it’s now calling 2025 “the year of the Windows 11 PC refresh.”
Last year, Microsoft kicked off 2024 by declaring it was “the year of the AI PC,” before launching a range of Copilot Plus PCs several months later. As Microsoft edges closer to the end of Windows 10, it’s making its presence at CES felt this week by declaring that refreshing a Windows 10 PC will be more important than buying a new TV or phone in 2025.
“As CES 2025 begins, showcasing the latest innovations in technology, we are excited for the advancements our industry will offer to people around the globe,” says Yusuf Mehdi, executive vice president and consumer chief marketing officer at Microsoft. “And we believe that one of the most important pieces of technology people will look to refresh in 2025 isn’t the refrigerator, the television or their mobile phone. It will be their Windows 10 PC, and they will move forward with Windows 11.”
Mehdi believes that “Windows 11 is available at a time when the world needs it most” and that “the forefront of AI innovation will be realized on Windows.” 2025 should be a bigger year for Windows AI features, particularly after Recall was delayed enough times that it didn’t launch fully in 2024. Microsoft also hasn’t delivered its improved AI-powered Windows Search features to Insiders yet after unveiling them in October.
Microsoft isn’t at CES this week in the traditional sense of having a booth on the show floor or even announcing product news, but its influence will be felt in the myriad laptops that get announced this week, and even unusual announcements of its Copilot AI assistant coming to LG and Samsung TVs. I wouldn’t be surprised if we see some Microsoft executives jump onstage during CES press events this week. Jason Ronald, Microsoft’s vice president of “next generation,” is already confirmed to appear at Lenovo’s handheld gaming PC event, and Windows chief Pavan Davuluri has been appearing at partner keynotes in recent months.
With Windows 11 adoption still lagging behind Windows 10, it’s no surprise to see Microsoft dedicating the year to making sure people upgrade to Windows 11 or buy a new PC. Windows 11 is now the most popular OS for PC gaming on Steam, but with Microsoft offering Extended Security Updates to consumers for the first time ever later this year, it will be interesting to see how many opt to pay $30 for an extra year of updates instead of moving to Windows 11.