Microsoft Continues to Deal with the Results of Its Aggressive Windows 10 Push

Rafia Shaikh
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Windows 10 released by Microsoft in 2015 became one of the most-discussed topics of the year - not because of its features but how it was pushed to Windows users. From calling Microsoft's approach aggressive to downright invasive, the company's longtime consumers weren't happy with the tactics that Microsoft had employed to get the adoption rate up. While Microsoft may have straightened its act up over the last couple of years, it continues to deal with the repercussions of that strategy.

Microsoft's Get Windows 10 - aka GWX - has become subject of several bans, policy changes and fines around the world. In a latest of these, the company has now reached an agreement with the Finnish Competition and Consumer Authority that ensures Microsoft will never force apps to its users in Finland again. The country had started an investigation into the controversial GWX app back in 2016. The GWX app and the strategy employed by the company have been determined by the FCCA as a direct marketing tool and in contravention of the consumer protection laws.

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The agency wasn't only upset about Microsoft forcing this GWX app onto users without their consent, but also had issues with how the company had deceivingly changed the user interface of GWX app where clicking on X wouldn't close the window but would start the installation process. In another update, the company had altogether removed the x button, leaving Windows users with no clue on how to get rid of this nagware. Finnish watchdog also said that Microsoft didn't notify users before forcing upgrades on their systems. Microsoft argued that the company had shared in a blog post that the Get Windows 10 app was a "recommended update," which the authority said was "not sufficient."

"The entrepreneur cannot presume that the consumer gets information about a product on his own or would seek information via complex internet links," the agency said.

Microsoft has now reached an agreement with the watchdog and has promised there will no longer be any confusing interface changes or forced apps on Windows. Following such a strong reaction to Microsoft's GWX app, it's likely we will never see the company using these tactics ever again - hopefully.

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