Microsoft adimtted it "went too far" with the Windows 10 upgrade offer, after several users complained about the new operating system being installed on their computers without their permission.
In the latest edition of Windows Weekly, Microsoft Chief Marketing Officer Chris Capossela said the company went too far when it changed the behavior of the X button in the Get Windows 10 app, Softpedia reported.
In the application, the X button would not cancel the upgrade, and instead prepared the installation. Capossela said the two-week period between when complaints from customers surfaced and when a new patch was released were "painful."
“We know we want people to be running Windows 10 from a security perspective, but finding the right balance where you’re not stepping over the line of being too aggressive is something we tried and for a lot of the year I think we got it right, but there was one particular moment in particular where, you know, the red X in the dialog box which typically means you cancel didn’t mean cancel,” Capossela explained.
He added: “And within a couple of hours of that hitting the world, with the listening systems we have we knew that we had gone too far and then, of course, it takes some time to roll out the update that changes that behavior. And those two weeks were pretty painful and clearly a lowlight for us. We learned a lot from it, obviously.”
The Windows 10 upgrade was available for free for Windows 7 and 8.1 users through an application called Get Windows 10. The app would sometimes force the upgrade on users who did not want to install the Windows 10 upgrade.
Several users accused Microsoft of ignoring their options and aggressively promoting the adoption of its new operating system.
Capossela went on to mention the failure of Microsoft's feature phone business, Win Buzzer reported. He called it a disappointment.
“Where we are on phones is obviously a very, very tough place," Capossela explained. "I think it was the right decision for us, but it was a very, very hard decision. And along with that comes the 1 billion device sort of reset that we had to do.”