Microsoft trumpets value of free Windows 10 upgrade in on-screen nag notice

Microsoft has changed its "Get Windows 10" advertisement displayed on Windows 7 and Windows 8.1 devices to tout the value of the free upgrade in dollars and cents.

"Enjoy Windows 10 for $119 free!" Microsoft's "nag" notice now reads.

The $119 price is what Microsoft has said will be the suggested retail for a Windows 10 Home license for those who don't qualify for the free upgrade, or who want to migrate from a previous edition once the one-year deal ends.

Microsoft has priced the more capable Windows 10 Pro at $199.

By using the price in its notifications, Microsoft also revealed the cost of Windows 10 in the U.K. and the European Union. Neowin.com spotted the prices in the nags served to users in those markets: £99.99 in the U.K. (approximately $157 at today's exchange rate) and €135 in the European Union ($151).

Earlier this month, Microsoft triggered the on-screen campaign to convince customers running Windows 7 and Windows 8.1 to upgrade to the new operating system. The company had previously pushed an automatic update to those systems with the Get Windows 10 code.

The primary purpose of the nag notice is to get users to "reserve" a copy of the upgrade. If the user asks for a reserved copy, Microsoft will feed the 3GB upgrade in bits and pieces preceding the July 29 launch date, then alert customers when it's ready to install.

Some will be able to install the upgrade on July 29, but others will have to wait weeks, or perhaps months before the final bits arrive and they receive their alert.