That may have been true under Ballmer, but it's a different world now with Satya. That's why I think Microsoft has no plans now to go to a subscription model. The past few Windows versions have either been free or very, very cheap. I understand Windows 10 will be free for current users. Additionally, all versions of Windows are currently free for small screens (tablets and phones). I think you'll see Microsoft go more with the Apple model.


>The actual change is this: MS want to move to an annuity revenue model whereby users "subscribe" to Windows like they can to Office 365. The annuity revenue model creates continuous, recurring income streams (and dependency) rather than once-off bulk sales every few years. It becomes a set and forget payment system rather than having users re-think whether they want the next version or not. This has nothing to do with tech and everything to do with money and customer lock-in.