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Windows 10 S can succeed because 'normal' people aren't PC geeks — and that's OK

One of the toughest things to balance on a site dedicated to Windows and its related products is how to target content. While professionals and enthusiasts tend to be the most articulate and knowledgeable, they can also be myopic, especially compared to "regular" consumers.

This is why I'm grateful that my close friends and family barely understand the things I know or care about professionally. Geeking out over innovative design languages, Windows 10 on ARM, and software "bridges" is not normal. I get that, and I hope you do too.

I bring this up because if you're reading this article, itching to comment, you're likely in the one-percent: a Windows enthusiast, aficionado, maybe even an expert. I regularly concede that many people in our audience have proficiencies where I lack serious credibility. That's what's so fun about this place — the sharing of knowledge and viewpoints.

This preamble is necessary because the world is mostly made up of people who are not Windows enthusiasts, experts, or even what I would describe as fans. They're just regular people who need to send an email, browse the web, play a game, or watch a movie.

In recent articles, we wrote about Windows 10 S and Surface Laptop there is a perceptible blowback from the "pros," which was expected. Why would anyone want this?, readers wrote. You can't even download Steam! they said.

These same people are aware that Apple has sold millions of pseudo-PCs in the form of iPads. With kludgy keyboard covers and iOS phone apps, I see people all the time on planes, media events, and cafes trying to make the iPad into something it's not: a PC replacement.

Now Microsoft comes on the scene with an x64 PC that can still run Win32 apps (and soon even iTunes from the Store) and suddenly people aren't ready for such a thing. Even though we live in a world where 80 percent of the smartphone market belongs to Android – arguably not the world's friendliest OS – Windows 10 S is suddenly too complicated or confusing. I don't get it.

Windows 10 S has real challenges

None of this is to suggest that Microsoft is going to have an easy sell with Windows 10 S. In that regard, I agree with Windows Central writer Jason Ward's recent article spotlighting consumer education as an invaluable piece of Microsoft's potential success here.

Microsoft is already confronting this, but in typical marketing methods they are focusing on the positives for Surface Laptop, such as "streamlined for security" and "performance made personal." Don't expect Redmond's creation to be sold as "the gorgeous laptop that can't run McAfee Antivirus and WinX DVD Ripper!" (Oddly enough, for some of us this is a selling point ... )

That is the right approach, too. There are benefits to running an OS with no background tasks, or thousands of registry entries (Microsoft called out the fact that Visual Studio creates 750,000 registry entries as one egregious and ironic example).

The benefits of all-day battery life, lack of "PC rot," and consistent OS performance for the life of the device provide valuable marketing incentive.

The same reason that people love Windows — being able to install any app, no matter how bad or destructive — is the same reason why consumers gravitated towards Apple for years. Even those who stayed with Windows did so not out of devotion, but because they had to for work.

Microsoft does not want you to just deal with Windows; the company wants you to love it. That's a tall order but a noble one.

You can't critique the Windows 10 S and Surface Laptop gambit without offering an alternative to this ongoing problem that Microsoft faces. The old Win32 system is just that — old. It's not built for the Windows Mixed Reality and Fluent Design world we are rapidly moving towards. You can't get the cool, futuristic stuff tethered to yesteryear.

For those who can't find all their apps in the Windows Store – and at least for 2017 that will be many of you – the problem fixes itself with a free unlock to Windows 10 Pro. After all, Windows 10 S is essentially Windows 10 Pro with some hidden locks.

Customers won't have to return devices, seek online help, or bother relatives. Instead, they will click a button and go on with their life.

You're the solution

This all comes back to you.

Our regular Windows Central readers fall into two camps: those who see value in the Windows 10 S and the strict Universal-Windows-Platform (UWP) future, and those who want an old-school experience on new hardware. Both are legitimate positions.

If you need that one desktop app that is not in the Windows Store, there is no amount of haranguing about "future computing paradigms" that will change that fact. So, go "Pro" and don't look back. Let Microsoft prove that the Windows Store is good enough. That is its job, and we all expect the company to make it self-evident. It hasn't done that yet, so let's watch what happens and keep up the pressure. Getting Apple iTunes and Spotify in the Windows Store are great first steps, but there needs to be much more.

For others, do what you always do: spread knowledge. That is what tech enthusiasts excel at.

I see real value in a Windows-10-S future for consumers. To drill the point home, I plan to keep my Surface Laptop "S-only" not out of spite, but because that's how I use laptops these days.

Will Windows 10 S succeed? Not on day one, but it has to start somewhere. There will be pain points, but make no mistake about it: the old world of Win32 desktop applications, inadequate security, and bad battery life is on notice. Getting to that new world of siloed, secure, and efficient UWP apps is going to be a long process with speed bumps, but let's embrace that future and not live in the past.

Finally, I encourage all of you to talk to "regular" people. Ask them what OS version their phone or PC runs. Inquire if they know the benefits of ARM versus x86 processing. If they don't have answers or their eyes glaze over, they're normal. Talk to them, find out how they use their devices, what apps they use and their habits.

I suspect you'll learn a lot about how the world works, and it's not as complicated as you think.

Daniel Rubino
Executive Editor

Daniel Rubino is the Executive Editor of Windows Central, head reviewer, podcast co-host, and analyst. He has been covering Microsoft here since 2007, back when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, Microsoft Surface, laptops, next-gen computing, and arguing with people on the internet.

  • Offcourse it succeeds. 'Not normal' people will switch to Windows 10 Pro for free. The Surface laptop is a on paper better device than a Macbook and cheaper (but still expensive) and the Surface laptop is a very nice looking device...
  • i dont think so W10S is limited to the store... thats the one and only problem and both geek and non geek will have problems with it which will lead to the same disaster as the RT was. Non geek will be: Can I install CHROME?? No?? Bye. ... geeks will be: Can I run CAD/Adobe on it? No? Bye. Microsoft needs to lower the price for W10S laptops/tablets or just forget about it  
  • The price is already extremely low. And, no, the Laptop is not cheap. But it's also not at all typical of what a 10S computer will look like.
  • These are speculative assumptions. While Chrome accounts for 51% of the browser market Edge/IE make up the rest (Firefox and Opera are blips). I think you're over-estimating it's importance. Regardless, S and the Store-only approach needs to start somewhere. If you try to wait until the perfect day, you'll be waiting for ever. It's time to rip the band-aid off.
  • Yeah I think iTunes is a far far more important addition to the store than Chrome would be.  Chrome is easily replaceable, iTunes is not.  For the power user who needs some obscure extensions only available on Chrome right now, Chrome may be critical. But for the average user, Chrome is probably used more out of habit, accident, Goggle's incessant advertising, or because someone put it on their computer for them, rather than any real need. 
  • If anything is missing, might as well get a laptop with full Windows for less, which will be the opinion of the vast majority. Forcing people to do things that they don't want to when there are alternatives only works for Apple.
  • @Paul Kinslow, while the Surface Laptop is not iexpensive, other Windows 10 S laptops are the least expensive options availale. This is because the license from MS for putting Windows 10 S on a system is lower than for putting Windows 10 Home on the same system (possibly free, not clear). There is certainly no "focing people to do things they don't want." This is a new option to get a new laptop with a fuzzy keyboard or other new cheaper Windows systems than have ever been available before.
  • I agree with the point that chrome is used accidently most of the time by a normal user. My brother is the real example... He was used to of it... But my system do not have chrome, i am using edge since anniversary update and when he get to use my system... He is just using edge and never complained about it... I am sure if chrome would have been installed.. He surely would have been using chrome. That's by accident not by choice.
  • Now it will be fun to see these Google prompts: Use Chrome! on a system running Windows 10S where users can't install it :D
  • I'm pretty sure Chrome will be present in the Windows Store if a large prosent of users are using Windows 10 S. Google will not go miss on all this marked, and to make Chrome a Store app is not difficult. For us that read Windows Central and magazines like this it will be a blessing. Just install Windows 10 S on the computer to your xxxx (replace xxx with mother, wife, grandparents, neighbour of whatever you need to support) and you don't have to spend time to resolve their PC-problems again.
  • Putting Chrome on the store would be easy if Microsoft wanted to go easy on Google, but given how Google has never had the same courtesy towards them, that's highly unlikely to happen.
    As things are, Google would have to use EdgeHTML and that's definitely not an easy proposition.
  • @Carlos, Google does use the Safari rendering engine to put "Chrome" on iOS devices. It still feels and acts like Chrome. If Windows 10 S takes off at all, I think we actually will see Chrome in the Store. Getting iTunes there is a real coup, because it makes it harder for Google to justify not doing Chrome.
  • I agree except with your market share numbers.  Firefox is hardly a "blip" at 11.8% (NetMarketShare) or 14.53% (StatCounter).  In fact, StatCounter has Firefox with more market share than IE and Edge combined.  If anything, the 3-5% each company is reporting would make Edge the blip.
  • Does Firefox still exist ?
  • Yes, it deos and works quite well for me
  • @Max Omni, seems to depend heavily on the data source and whether or not you include mobile or other platforms. I didn't see any (including the view I found on StatCounter) where Firefox had more than both IE and Edge combined, but I did see some where it had more than either. In others I saw it ranked as less than IE, but still more than Edge. In pretty much all, Edge appears to be the growth browser right now. @venetasoft, I'm posting this in Firefox right now. :-). It has the best tools for viewing sites with news articles available via RSS feed, because my bookmark for Windows Central is always an up-to-date drop down list of the most recent 30 articles. No other browser offers that. Even the extensions for Chrome that attempt to do that don't come close what Firefox offers natively. Edge is my main browser for most other stuff. I also use Opera a fair amount, thanks to good reviews here on Windows Central.
  • Desktop (since we were talking about a desktop OS): Firefox: 14.53%, IE: 9%, Edge: 3.71% But including Mobile, Tablet, and Console it's still true: Firefox 6.3%, IE: 3.89%, Edge: 1.71% Incidentally, "Other" clocks in at more than Edge (4.13% and 1.81% respectively) in both reports, making Edge, almost by definition, a "blip".  That said, I have heard that StatCounter data may not be as reliable as NetMarketShare so I don't put too much faith in what says beyond trends, and I agree that Edge seems to be the growth leader at the moment but one can't honestly say that it "make[s] up the rest [of the market]" and Firefox is a blip. Firefox and the open web FTW! ;-)
  • I found most of your W10S related articles disagreeable, but I liked this one. Many good and valid points. The only technical error here is the repeated mention of battery life improvements with W10S. That is overselling it. W10S, by itself, does absolutely nothing to improve battery life over W10 Pro. Zilch. Nada. However, real UWP apps are limited in some ways to make them more battery friendly. So, using only real UWP apps could result in better battery life compared to the same device with a mix of Win32 and UWP software. Obviously, W10 Pro users can also limit themselves to real UWP apps and get the same battery life improvement. Oh yeah, and this applies only to real UWP apps. Win32 software distributed through the store (via Centennial) can do whatever it wants in terms of power usage (no limitations), so just limiting yourself to the store won't guarantee you're not installing a battery hog. This is another good reason why it's a bad idea to call everything in the store UWP software. The differences between real UWP software and Win32 software with an appx wrapper are still gigantic!
  • No. Way less overhead with registry and other items not running in the background. So battery life can and should improve.
  • Why does there need to be any wound for any band-aid? Microsoft could get around 100% of the confusion with Windows 10 S by doing what Apple does on macOS for free - an in-OS toggle for installing applications outside of the App Store. Has Microsoft come out and said anything about the OS install size being smaller? Does Windows 10 S include all of the capabilities of Windows 10 Pro, except they're just hidden from the user? Microsoft adds fuel to their fire by demoing and speaking highly of Windows 10 and Win32 apps on ARM at the same time they're selling a $1000 laptop without the ability to install the world's most popular web browser, or Steam, or Origin, or any legacy emulators...
  • You already paid for the macOS when you purchase the machine, in the same essence, Windows 10 Pro does have the toggle for you to switch between the ability to install store only apps or any apps. Windows 10S on the other hand is a low cost and probably free OS for the OEMs to build some low cost models targetting the education sector. The models demoed by the other OEMs are in the range of $200. This was possible because of the Windows 10S because of the price point. The Surface Laptop is a premium niche product that target a group of people where the OEMs normally do not want to risk in, people that more emphasize in the aesthetic but have no use of the full power and higher price of the Surface Book or Tablet. 
  • I only come to this site for the Rubino slamdowns...
  • Time to start covering the OEM 10 S devices Not enough horsepower to run Pro on some
  • And what percentage of the 49% is Edge? My guess is that the first thing people do with a new MS machine is open whatever browser they find first and download Chrome. Even MS acknowledges it is one of the top two installed apps. The other being iTunes. Why do they download and use Chrome? Because all their friends tell them too, and that's how they've always done it. So they can't load Chrome, now what. Oh well I've heard IE has gotten a lot better. What? I can't use that either?  You said yourself that they're just regular people who need to send an email (probably in a browser), browse the web (definately in a browser), play a game, or watch a movie (often in a browser). So now they are forced to use Edge, which 'everybody knows sucks', because their Chrome running friends told them so.  No problem though, because you can just upgrade to Pro...for free...for a while. What does that do to the adoption rate of S? Consider I'm a guy that has intentionally run my Surface 3 since I got it as what would eventually be called S. No legacy apps on it that didn't come with it, like File Explorer, Word Pad, IE. I'm using the Mobile version of Office (most of which is now hidden, before the Centennial version of Office 2016 is available), and I do my best to only use Edge. Even tonight though, I couldn't order apizza from Dominos. Edge refused to acknowledge button presses. Opened in IE and it worked fine. For the most part Edge works just fine. There are still enough of these little irritants, that it being the only option is not going to hack it for 'regular' people, and will piss them off.  Those pissed off people are they ones that will be posting about S, not the 1000 times as many who will like it. Yea MS has to embark on a huge education/marketing effort. Hope it is better than the one the did for Win 8. .  
  • "Edge refused to acknowledge button presses. Opened in IE and it worked fine. ". That does not necessarily mean the Dominos website is correctly developed / written... I see a lot of badly written websites that might work on Chrome but that does not mean the programming is as it should be....
  • Chrome only has this high market share because it is the default browser on Android. And there are now over 2 billion Android devices out there. Normal peolpe love to use defaults. So I think normal people will use Edge when they see that Chrome is not in the Store.
  • @pineapple, didnt read the article..
  • I agree, first thing I do with a new laptop is install chrome.
    Been doing that for over six years and not stopping soon.
    If you're forcing me to use IE then you'll get the side eye from me. 😒
  • It's called Edge. And honestly, switching is not that hard. I switched from Chrome to Opera and use Edge more on laptops than either.
  • Concur. I mostly use Edge on my SP4. Every once in a while I'll come across a site that doesn't play nice and I'll have to switch over to Chrome, but for the most part, Edge is pretty solid.
  • I'd use Edge if Microsoft ported it to Android so I could sync all my history and stuff, but with mobile pretty much dried up for Microsoft and the only cross platform browsers being Firefox, Chrome or Opera on Android, you're losing a lot of interoperability between mobile and desktop in this sense. It's this that makes it hard for me, otherwise I'd be there. Come on MS, port Edge if you can so I can use something different.
  • I'd use Edge if Microsoft ported it to Android so I could sync all my history and stuff
    Yeah that is one of the problem points for Edge.  How do they solve that?  You could use Pocket or some other 3rd party favs/reading list sync utilities.  But that is not quite as fluid.  They could put Edge on iOS/Android (but not trivial, they'd have to seperate out the rendering engine).  Maybe they could use the MS Graph and/or Cortana and have that sync up everything across all browsers.  But all those options would have to overcome the tyranny of the default, which is a difficult hump to get the average user over. 
  • I love this site, on one hand people will be angry that MS is making their computers more phone like and in the same comments section one would always comment how they wouldn't use X program because of phone sync.
  • It's like different people are commenting! 😱
  • Rather, its that MS has to cater to such a diverse group of individuals and is incapable of pleasing everyone.
  • Opera will do synicing.  Maybe you could do something in MS Flow?
  • @chaz_uk, just use LastPass or some other password sync option. Those blow away the in-browser password savers and work across all browsers. You can now sync your bookmarks/favorites across browsers too with XMarks and the Edge-IE built-in sync. OK, so that won't work with Windows 10 S, because there may not be any IE included (do we know if IE will be missing?), but Xmarks has promised that an Edge version is coming very soon.
  • Daily Edge user here - still think that limitation to only rendering/JS engine for store apps (yes same as on iOS) should have exceptions for real browsers and applied after review when x32 apps are ported. Users will be happy that they can use their favorite browser - one of main apps for current time
    As daily user I see problems and slowdowns (especially on different media content sites, and lets be honest - Windows Central website without Ads blocker).
    Another case - Slack app (Desktop) in Windows Store. Initially it is Electron app with Blink(Chromium)/V8 under the hood, and doesn't look like it was rewritten to EdgeHTML/Chakra. Will it be removed from store?
  • Edge is a fine browser, but it has a definite extension-gap compared to Chrome. Now, most 'normal' user never install extensions (with maybe the exception op ABP), so in line with the article that will not matter that much. There is however a big problem: Chromecast in combination with Netflix. This combo is used by a lot of 'normal' users and is only supported in Windows through Chrome. This is already the reason I personally never use the otherwise fine Netflix UWP-app. It's a big plus voor iPads and Android tablets over Windows S.
  • Edge is excellent but still keep Chrome for those annoying little things that a Microsoft browser won't let you do
  • What are those? Just curious....
  • One is DirectTV Now service. Does not work on Edge
  • I think about my friends and relatives that have no idea what a browser is, for them use edge or chrome make no difference at all.
  • In my experience, Edge is better for touch-heavy users on laptops and 2-in-1s, which is me 80% of the time. It also integrates better with Windows 10 than Chrome (e.g. Pin to Start). So I have adopted Edge as my primary browser, while still using Chrome in a few cases where it offers advantages over Edge (e.g. drag/drop shortcuts to desktop). But I suspect Edge and Chrome will, over time, become more and more alike, to the point most users won't care which they use.
  • Ive been removing Chrome for the past 2, its a horribly bloated resource hog anymore... Firefox, Edge, and Opera are ALL much better options right now
  • So do you plan on buying a new 10S laptop and keeping it locked to the Store?  Regardless, you missed the message in the article. How many iOS users ran their iPhones/iPads for years without Chrome?  Did that bother them?
  • I was using Edge exclusively until the creators update removed favorite syncing for domain joined the first thing i do now is install chrome.
  • Edge is WAY better than any of the others,  Firefox, Chrome, Safari, Opera.....whatever...Edge is faster,  has more features and is more user friendly than the rest!
  • Chrome is **** compared to Edge.
  • What I can sense here is "habit" not the requirement. You can get use to of edge in few days... Not a big deal. Its very very fine unless or untill you have some specific requirements....
  • IMHO Chrome is the worst browser written ever. I'd rather die than use Chrome....
  • This seems more like a routine than a preference at that point.  Chrome never gets installed on my PCs anymore, as there are far better alternatives.  Switching from Chrome to Opera is one of the easiest moves to make.  It is browser after all, not a bank.  
  • If I ever bought hardware with Win10S I'd have to unlock Pro immediately, as I do love Chrome since it's honestly the best fit for my Google Centric usecase. That is why Win 10S may succeed because you aren't trapped forever without Chrome, you have a choice to escape the lockdown. The more I use Edge with Cortana it's fairly bareable having said that, I'm gonna forever default to Chrome whenever possible. As the Google Productivity suite and other webpages just perform better within Chrome. Having said this, I'll still recommend 10S to a lot of my less techie friends as it will cut down on a lot of their issues. Reducing the need for me to help them with their problems.
  • most normal people don't bother with things like Adobe products. Most people won't dump their computer just because Chrome is not on there. If the overall experience is spectacular normal people get over things. Again the thought of CAD/Adobe means these geeks know to upgrade to Pro which will be free.
  • geeks will be: Can I run CAD/Adobe on it? Not yet. How? Upgrade to pro not later than this year.
  • geeks buy pro version. They know what they need
  • Actually right now, a geek might want the Surface laptop, because it is nice hardware, and they essentially get Pro with it (free upgrade). That may actually be a reasonable option as getting Pro loaded on a device usually increases the price a bit, over home at least.
  • I don't think that chrome is so essential. If someone tries Windows 10 S, they will try Edge, and if they find it to be good, they won't miss chrome. And I think, Edge is becoming better all the time.
    Someday, my little brother told me what happened in his school, on the cumputing class. The teacher said, that they should open chrome, and go to a webpage. My brother opened Edge, and went to the site. When the teacher saw it, he yelled at him, saying "close that crap, and open chrome". My little brother laughed a bit, opened chrome, and when the teacher went back, he also went back to Edge. And since that, almost all the kids "rebel" with using Edge 😀 So the big problem here is googles aggressive marketing, making even teachers to force the kids to use their browser. As Jason Ward once said, "google wants our children" 😁 And if MS wants to succeed, they need to prevent it.
  • Most nongeeks use Chrome because it gets installed with something else and everytime you bring up Google without it, but since S is defaulted to Bing it won't be as big a deal.
  • Aside from maybe (maybe) K-12 installations, nobody really needs Windows 10 S... nor are they asking for it. The few times Microsoft has offered a store-based version of Windows (RT and Windows Phone 7, 8 & 10), it has failed. There are no apps... and none of the appeal or "real" Windows. Microsoft would be better served not to call it "Windows" at all... because it is not. Rebrand it... and lower expectations, and maybe consumers will find a use for it... but I doubt it.
  • So what you're essentialy saying is that they should first make the Store, fill it with 3rd party apps and then and only then start to market the Store to general public? And how exactly do you expect that to happen?
  • If just for the sake of running Chrome, will many people want to pay $49 to switching to 10S?  (I'm talking about the long run, after 31 Dec 2017 without free switching).  I don't think there will be many people doing this.  They will just try using Edge, and to their surprise, Edge is not that bad.
  • Yes lol, normal people use CAD and photoshop, and really really care about their browser. Did you read the article brah?
  • Why so much hate, this guy is right, it will fail to geeks and non geeks, like wp7 did. Microsoft is digging its own grave
  • OEM will build good, low price laptop with Windows 10 S. For OEM, it’s a no brainer. OS is cheaper for them and IF Microsoft Store is a failure, the user will all go pro. No user would be left behind like RT’s user.
  • I really don't get all of the down votes that this comment is getting. I would rather go back to Vista than use Windows 10S. The fact of the matter is that pretty much none of the software that I already own would run on Windows 10S as it's not available in the Windows store, and pretty much none of it will ever be, so it's totally useless to me.
  • W10S will definitely succeed but it may not depend on the Surface Laptop.  In fact, MS should install W10S on all the Surface models and let users to decide whether they need to upgrade to W10 Pro.  OEMs should all do the same.  80% of the W10 users are probably the 'normal' people and will stay with W10S.  Security will become an increasingly important issue in the coming years.  Unless they absolutely have to use Win32 apps (non-store apps), they will most likely stay with W10S.  This will help Windows Store to expand greatly either by encouraging UWP app development or by generating heavy traffic on the Desktop Bridge.  The Surface mobile device may come sooner.
  • "OEMs should all do the same.  80% of the W10 users are probably the 'normal' people and will stay with W10S." agree that 80% users are "normal" users who mostly need only browser+office aps.  But sadly most of them would be misled by tech bloggers / experienced friends that Windows Store does not offer the apps they need.  I hope MS can send the clear message "10S is exacty what you NEED" to these normal people.  They must do the marketing right this time.
  • Nobody will buy this. Windows S is for schools. They buy the Windows S and let students use it. I can't find a reason a student will buy this for privat use.
  • If students grow up with Windows 10S, they will definitely continue using it.  Education sector is the primary push for 10S.  The critical mass for success is exactly the students market.
  • Well that is a grand level of speculation. Let's take a look at a use case: Graphic Designer, Web Developer, e-learning developer, really anything can be used. They will need a PC running Windows 10 Pro.  Perfect, they have it. Be it a deskop, or laptop is irrelevant right now.   Now, they want a PC that they, or anybody else in family/household can use for simple web browsing, streaming, simple gaming.  An essential brain drain PC.  Do I need pro on this?  Not even slightly. I have a desktop, and laptop both with Windows 10 Pro, however, my wife is in the market for a new PC. She needs to be able to create word documents, stream shows/movies, browse the web, and use a few apps here and there.  We're getting her a Windows 10 S laptop.  There are a lot of options coming out, and because I don't have to worry about anyone downloading programs that can cause issues down the road, it should, in theory run better, for longer. 
  • Exactly, and IF Microsoft Store is a failure, the user can upgrade to pro! It’s a perfect bet. No risk of being left behind like windows RT.
  • agreed,  the surface laptop is way more functional than a crapple macbook.  I just wish they offered the high end versions in the colors!
  • I'm 100% in SUPPORT of 10S, a great idea and well beyond time MS joined the 21st century in offering greatly improved security, I will happily buy S because of the upgrade path. Having said that, the nay sayers do have one valid point.
    Windows is Windows BECAUSE of it's free and open nature. Locking it down in a similar way to Apple and Google in some ways makes it's very existence invalid. Why use windows if you can't use it as windows, you may as well buy a -shudders- chrome book !
    Granted, S has the option to upgrade but all of a sudden "S" by nature is very limited and is very much like a WINDOWS PHONE !
    A quality product but an orphan because it has no apps!!!
  • MS has offered 21st century security for quite some time. S just helps to reduce the effect of the biggest security threat to Windows, the nut on the keyboard.   I get so tired of hearing 'no apps'. There are plenty of apps, and to a large extent most of what regular people need to do is covered. Certainly there are some professional verticle apps that aren't going to be covered, Project, Visio, Photoshop (there is Photoshop Essentials), Acrobat (the authoring version, got readers. You can print to pdf from many things for which it makes sense). All of Office is, and there are options for the other things for amatuer/casual use that likely doesn't depend on file sharing/collaboration in a proprietary format. I'll tell you I have a Surface 3 that has no non-store apps on it and it serves my personal use briliantly. I couldn't use it for work, because I work in Access most of the time. If I was just doing a database for myself though, there is actually a decent looking relational DB app in the store.. Heck, there are project managers that do gantt charts and everything too.  Even technical vector drawing apps similar to Visio. There are apps. 
  • Please! More advertising about the surface laptop (new one, with other OEM brands), Store, OS security, battery life (with the streamline os),etc on tv or other media. Microsoft historically lack of advertisement.
  • Macbooks can run macos,linux and is not the contender all the macbooks (exept air) has the usb-c So, only oem windows can compete between them with each others,and i think, even if this is an rethinking RT its the start for something greater to come. Developers and companies will start to make apps for it...hey Apple just announced that itunes app is coming so... And lets not forget, this windows 10S devices are for all of us, for those who wants some cheap ones, and for those who want some nice built devices like surface laptop