[German]An ex-Microsoft software engineer from Windows development has unflattering things to say about the current operating systems from Redmond. The former Microsoft software developer explains why Microsoft has switched to Windows as a Service and describes the current Windows (10/11) as "a tool that acts a bit like an adversary". Below you will find the core statements of the ex-Microsoft employee, as well as some comments on my part, set in […].
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Former Microsoft engineer Dave Plummer has spoken about Windows development on his YouTube channel Dave's Garage and revealed why Microsoft switched from paid upgrades to Windows as a Service. Plummer was responsible for the Task Manager in Windows, among other things, but left Microsoft back in 2003. However, he still seems to have a good insight into Redmond's strategies.
The Register has taken up the topic in the article When Microsoft made the Windows as a Service pivot, so that you can read the quintessence without watching the video.
Windows 7 as a success, but since Windows 8.x a failure
According to Plummer's recollections [which also match my experience], he calls Microsoft Windows 7 "a resounding success". But then something must have happened that threw Microsoft "off track". Because subsequent versions of Windows, from Windows 8 to the current Windows 11, were "quite unwieldy".
According to Plummer, it all started with Windows 8, which came onto the market in 2012 and went down in history as a big flop. [With the unfortunate tile interface, users were really put off, and those who could stayed with Microsoft Windows 7 – which can still be supplied with security updates until October 2025].
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When Windows 8 came onto the market, Microsoft unexpectedly came under pressure. On the one hand, Apple had a huge success with its operating systems [especially iOS for iPhone and iPad]. Furthermore, Apple made the version upgrades of its operating systems [iOS and also macOS] free of charge – [they earned money from the hardware]. Linux distributions were also available for free, while Microsoft tried to sell Windows upgrades for a fee.
The popular Windows 7 was considered an asset in the balance sheet, but it was "coming in the years". On the other hand, there was the "balance sheet corpse Windows 8.x", including the associated tile interface strategy, which had simply failed. This was coupled with falling PC sales and a market in which Apple and Linux (as well as Google's Android) advertised free upgrades. [Only when a device reached the end of support would Apple and Android no longer offer updates or upgrades.]
Microsoft was therefore under pressure from several sides and faced huge challenges. Instead of charging end users around 100 US-Dollars for a new operating system, Microsoft decided to make its Windows 10 free under Satya Nadella as Microsoft CEO. At the same time, the Windows-first strategy was changed to the concept of cloud connectivity and customer engagement in focus.
Windows-as-a-service model coming
Plummer says that this shift was sold internally, to subscribers, as a Windows-as-a-Service model. Instead of buying Windows as a product once and then purchasing the next version after a few years, continuous feature updates were the order of the day. [Companies were dependent on the Enterprise version of Windows 10/11, which required Windows Pro as a basic license and a Software Assurance contract with annual costs, i.e. a subscription].
Free upgrades for consumers
Consumers get Windows 10 as a free upgrade from 7, 8 and 8.1, which (apart from the hardware restrictions) also worked with Windows 11. When buying a Windows PC, Microsoft still collects the price for an OEM license from the manufacturer. But it was a radical departure from the sales model of the past.
[We are familiar with the consequences: constant feature updates, the bogging down of new, often unwanted features, and bugs, bugs, bugs. And integration into the cloud is becoming ever more intense]. The bycatch is advertising, pop-ups and some secret downloads, says Plummer.
Strategy change a success for Microsoft
According to Plummer, Microsoft's change of strategy was a complete success – even considering that a small number of users stayed on Windows 7 for as long as possible. With Windows 10, the clients were suddenly up to date with the latest operating system. In addition, customers were gradually introduced to subscription services such as OneDrive and Skype.
The telemetry coup
Plummer points out another aspect in his video. Windows 10 was designed from the ground up to be able to access telemetry data extensively [was retained in Windows 11]. By using Windows 10, Microsoft was able to gain something from a huge user base that is incredibly valuable in the modern tech industry, namely data.
Microsoft can now see what users are doing with Windows. Of course, the telemetry data can be used to correct problems and make improvements or fix bugs.
[The only problem with this approach is the question of whether this data is collected anonymously. Telemetry has been one of the most controversial features since Windows 10]. In this context, Plummer mentions the saying "If you're not paying for the product, you're probably the product."
Advertising and upsell mechanisms are introduced
With Windows 10, Microsoft introduced a new wave of integrated advertising and upsell mechanisms in the operating system, according to Plummer. [We all know those annoying features like suggested apps in the Start menu, pop-ups in the taskbar asking you to try Microsoft Edge, full-screen ads, use this and that cloud feature and so on. In this context, I would like to remind you of my German blog post Windows 10 künftig als Cashcow? from March 2018, where all of this was outlined.]
Plummer's conclusion
While Microsoft has given Windows 10 to end users for free, it has also slowly pushed users towards its paid services. This was a paradigm shift from previous versions of Windows, which did not include advertising or telemetry.
[As a reminder, the annoying stories that were pushed onto users of the free consumer Windows versions were also largely played out in the paid business versions of Windows].
Switching to Windows as a Service and luring users to subscription plans ensured steady revenue for Microsoft, without the previous ups and downs of new Windows versions, says Plummer. According to Plummer, the switch barely made up for the decline in PC sales, but it did continually pour money into Microsoft's coffers.
And the free distribution of Windows 10 and 11 to end customers, as well as the software assurance contracts required for companies, which are nothing more than annual subscriptions, also solved the problem of software piracy.
Plummer discusses the work that went into the first version of Windows activation. But Plummer confirms what many observers suspected, that by offering Windows 10 for free, Microsoft was also giving pirates without a valid license the chance to become a legitimate user. And all in the hope of possibly then selling apps or services in the Windows ecosystem. So from the Microsoft accountants' point of view, a complete success.
Finally, Plummer draws his personal conclusion and says that not everyone is happy with the status quo, and count himself among them. His statements are pretty clear: "Whether Windows is a monthly subscription or an annual license doesn't matter to me, but I don't want telemetry and advertising in my Pro versions of the retail license. I for one would gladly pay $10 or maybe even $20/month for a version of Windows Pro that doesn't include telemetry or unnecessary telematics."
According to Plummer, he switches between macOS, Windows and Linux several times a day. He describes the difference between macOS, Windows and Linux as "noticeable" to him. While macOS and Linux help him get the work he wants to do done, he sees Windows "like an adversary" that helps Microsoft make money a little too often.
My thoughts
And that's the big criticism to be leveled at Microsoft. Redmond is consistent in overspending. They could well provide a free consumer version of Windows 10 or now Windows 11, financed by advertising and subscription services.
But as a consumer or small company that "only needs Windows for work", there is nothing officially on offer. Technically, Microsoft has a product on the shelf called Windows IoT Enterprise LTSC, which has to be purchased once, but is then supplied with security updates for 10 years. This version comes without apps and many of the annoying functions familiar from other Windows versions (i.e. the old model).
Actually a cool thing where customers could choose. But here Microsoft is throwing licensing sticks between people's legs by trying to prohibit the use of IoT versions for the usual Windows applications.
As a result, people are now switching to Macs with Apple's macOS or to Linux if they are dependent on a desktop system. On the other hand, many consumers now rely on smartphones with Android or iOS, or use iPads. It will be interesting to see how this develops in the future – companies are now heavily dependent on Microsoft and its products. But in the consumer sector, Windows 11 could have initiated the move away from the desktop. Anyone who doesn't necessarily need a notebook or desktop PC will get a tablet PC or smartphone, and these generally don't run Windows as their operating system.
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