A significant proportion of HP's customer base, approximately 30%, continues to operate on Windows 10, despite the impending end of free support from Microsoft. This figure highlights a slower-than-anticipated refresh cycle for personal computers, a trend that HP's financial strategists are viewing as a potential future advantage for the company.
Microsoft has set October 2025 as the deadline for complimentary security updates and technical support for Windows 10. After this date, users wishing to continue receiving updates will need to pay for an Extended Security Updates (ESU) programme, which typically involves an annual subscription cost. This looming deadline is expected to drive a surge in PC upgrades as businesses and individual users seek to avoid security vulnerabilities and additional expenses.
HP's 'money people' have reportedly described this current sluggishness in upgrades as a 'tailwind,' suggesting that the accumulated demand for new hardware, particularly those running Windows 11 or later, will eventually translate into increased sales. The expectation is that many users, rather than paying for ESU, will opt to purchase new devices that come pre-installed with a supported operating system, thereby boosting the PC market.
The current landscape sees many users, particularly in the business sector, having delayed their hardware refreshes due to various factors including economic uncertainties and the perceived sufficiency of their existing Windows 10 machines. However, as the October 2025 cut-off approaches, the imperative to upgrade for security and performance reasons is likely to become more pressing.
For consumers and businesses alike, the decision to upgrade or pay for extended support will depend on factors such as the age and performance of their current devices, their budget, and their security requirements. The slow adoption rate of Windows 11 since its launch in 2021 indicates that many users are comfortable with Windows 10, but this comfort will soon come with a potential cost or increased risk.