Microsoft is going heavy on ads by leveraging on its latest computer operating system Windows 11. In a recent blog post, the most valuable company in the world by market cap revealed that it’s experimenting with displaying app suggestions from the Microsoft Store in the Recommended section of the Start menu. While this move is currently limited to Windows Insiders in the Beta Channel within the US and won’t affect commercial devices, it signals a potential shift in Microsoft’s approach to monetising its operating system.
According to Microsoft, users have the option to disable these app promotions in the Settings section of Windows 11 because come to think of it, you pay heavily for a Windows powered computer only for you to start seeing ads. However, it’s worth noting that these ads are enabled by default, indicating Microsoft’s intent to integrate them into the user experience as they bet that users won’t be bothered and would eventually just let it be. As the company solicits feedback from testers, it remains to be seen whether these ads will become a permanent fixture in Windows 11 or face the chopping block based on user response. My guess is that it has come to stay but Microsoft has not really been great at pushing ads across its platforms in the past. That is more like a territory for Google and Facebook.
This isn’t the first time Microsoft has dabbled in advertising within its operating system. Last year, the company experimented with ads in the File Explorer of Windows 11 before retracting the feature in beta versions. In fact, Microsoft has been toying with ads in Windows for over a decade, with promotional spots already present on the Windows 10 lock screen and Start menu.
As Microsoft navigates the delicate balance between user experience and monetisation, the fate of these ads ultimately rests in the hands of Windows testers. Their feedback will play a crucial role in determining whether Microsoft proceeds with integrating ads into the final release of Windows 11 or opts to maintain an ad-free user experience.
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Paul Femi Balo is the founder and publisher of TechBooky. He covers artificial intelligence, African technology, digital infrastructure, enterprise technology and the global digital economy.
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However, it’s worth noting that these ads are enabled by default, indicating Microsoft’s intent to integrate them into the user experience as they bet that users won’t be bothered and would eventually just let it be. As the company solicits feedback from testers, it remains to be seen whether these ads will become a permanent fixture in Windows 11 or face the chopping block based on user response. My guess is that it has come to stay but Microsoft has not really been great at pushing ads across its platforms in the past. That is more like a territory for Google and Facebook.
