Windows 11 market share creeps upwards as cost of staying on Windows 10 set to double

The cost to keep running Windows 10 security updates is set to double for businesses, making Windows 11 more financially appealing.

Windows 11's market share has increased to 71.5 percent, up from previous figures, while Windows 10 has seen a decrease to 27.77 percent. This shift coincides with the end of the first year of Windows 10 Extended Security Updates (ESU) and Microsoft's planned doubling of ESU costs for commercial users in the second year. The first year ESU licenses cost $61 per device, with the price set to increase to $122 for the second year, and potentially double again in subsequent years. While consumers can receive free security updates through methods like Microsoft Rewards or by using Windows 365, and EEA consumers receive them unconditionally, enterprises requiring continued Windows 10 support must pay for ESU. This rising cost is prompting some organizations to re-evaluate their existing Windows 10 estates and consider migration to Windows 11.

The uptick in Windows 11 adoption, though smaller than the surge seen after Windows 10's initial support end, suggests that the escalating costs of Windows 10 Extended Security Updates are beginning to influence enterprise decisions. As ESU prices double for the second year, the financial justification for upgrading older, less critical Windows 10 machines becomes stronger, potentially accelerating the migration away from the legacy OS. This economic pressure is particularly relevant for the remaining "sticky" Windows 10 devices that have proven difficult to upgrade due to hardware compatibility or refresh cycle mismatches.

The doubling of ESU fees presents a clear financial lever for Microsoft to encourage Windows 11 adoption. While some users have workarounds, enterprises without them face a growing expense for maintaining Windows 10. This dynamic could lead to a more significant, albeit phased, migration as businesses weigh the cost of ESU against the investment in newer hardware and Windows 11 deployment, especially for those machines where replacement costs have previously outweighed the benefits of upgrading.