The IT industry has been pushing for urgency in moving organisations off Windows 10 before Microsoft ends support for it in October 2025. But how fast is that shift occurring? What is the state of the end-user device market?
On February 27 in Sydney, technology partners will share what they’re seeing around these and other topics at our Kickstarter event.
In the leadup, we asked a handful of technology partners with different size organisations and customer segments for their perspectives. Their views were mixed.
Large and much smaller partners responded positively about movement to prepare for the October support deadline, and what it meant for their businesses. One said Windows 10 end-of-life was a “massive driver” for their PC sales. An enterprise partner reported a notable increase in customers requesting help as the deadline approaches. The Windows 10 end-of-support timeline is “injecting fresh energy into an otherwise cautious market”, said another.
Others were less positive about hardware refreshes, with some partners telling us that many businesses are holding onto PCs for longer than ever.
Customers are “prioritising cost-saving measures and leaning toward incremental refresh strategies rather than adhering to the traditional three-year refresh cycles,” one respondent said.
The industry has talked up the number of PCs that don’t meet Windows 11’s requirements. A partner commented to us that “if [PCs] can't run Win 11, they should have probably been replaced some time ago, which probably echoes the cost story.”
Last year, some in the IT industry predicted a resurgence in PC sales due to the ending of support for Windows 10, a post-COVID refresh cycle and the emergence of “AI PCs”.
Few partners told us they saw customers clamouring for AI capabilities in PCs yet, though some had discussed those capabilities with customers. One saw real-time transcription, language translation and AI-assisted workflows potentially having tangible benefits in future.
Paula Fountain, National Practice Manager – End User Compute, at Data#3, put it this way: “…there has been significant opportunity fuelled by the convergence of AI-powered PCs and the Windows 10 end-of-support, both positioned as ways to future-proof customer investments. However, this year, the sentiment appears to reflect cautious optimism rather than unchecked enthusiasm and over hype.”
Read on to see the technology partners’ comments.
Nick Sone, Chief Customer Officer, Brennan
Question: The industry has pushed for urgency in customers moving off Windows 10. Have you seen urgency from customers yet?
Certainly, the end-of-life date flag has pushed the conversation front of mind, but we’ve not seen real urgency as yet. Planning for security mitigations will mean this should increase over time. Anecdotally, customers are still holding off on mass re-refreshes, they see that PC technology is rapidly advancing and they are balancing the risk of doing an upgrade too early that puts them out of date quickly.
Anecdotally, customers are still holding off on mass re-refreshes - Nick Sone, Brennan
Has your business been involved in any Windows 10 end of support campaigns/initiatives and have they achieved much traction?
Our managed customer base contributes to a larger CMDB and leveraging standardised and recurring risk reporting means these issues are brought up at a strategic level as part our service delivery BAU, we have seen some uptake in re-fresh, especially for older laptops and certainly additional planning for Win 11 migrations.
Are you seeing any interesting implications of Microsoft’s upcoming removal of support for Microsoft 365 apps on Windows 10 in October?
This is a crucial point, and really a call to action but largely driving planning rather than action
Are you getting what you need from vendors/distributors to move customers to Windows 11 fast enough?
Intune provides an upgrade readiness report to understand large order requirements and fulfilment thereafter, we haven’t seen issues as yet.
Any other comments about this?
An in-place upgrade for a major release like this means that the impact is reduced, where possible we’d opt for the most efficient way to work with our customers keeping them up to date and secure.
However, with an aging fleet the opportunity to refresh hardware with the operating system in a single effort may be more efficient in the long term.
Joseph Girgis, Co-Founder & Director, Platinum Technology
Question: Has the Windows 10 end-of-support been creating the PC sales bonanza some predicted?
Windows 10 has not created a spike in PC sales to date or any significant discussion on AI PCs (we have had some questions).
It has created discussion about a number of things, including understanding the current version of Windows 10 which clients are on, and about reassurance that there is Windows patching in place.
It has also created discussion about potential projects on Windows upgrades coming this year.
Other discussions it has created are about moving from some older Windows imaging and patching technologies to Microsoft Intune.
There are also smaller pockets of enquiries about whether the clients current assets are suitable for the implementation of Ai technologies such as Microsoft Copilot.
And it has created conversations about starting to play with AI tech by reviewing the cloud migration journey and the improvement of their security posture (DLP, file labelling, etc).
Brett Gilbertson, Digital Skills Coach, ASI Solutions
Question: To what extent is upcoming end of support for Windows 10 in October driving PC sales for your business? Do you expect this to change and why?
The end of support for Windows 10 is driving a noticeable increase in device upgrades, particularly for organisations with hardware that isn’t compatible with Windows 11. In the Microsoft Surface space, this includes devices like the Surface Pro 2017 and Surface Laptop, which are now over seven years old. Many businesses have extended their device lifecycles beyond the usual four-to-five years, often for cost reasons. However, this shift is becoming unavoidable. Organisations are recognising that continuing to run outdated hardware poses security risks and compatibility challenges. As we approach the October deadline, we expect to see more businesses prioritising their migration plans.
Many businesses have extended their device lifecycles beyond the usual four-to-five years - Brett Gilbertson, ASI Solutions
What implications will Microsoft’s upcoming removal of support for Microsoft 365 apps on Windows 10 in October have for your business and customers?
The removal of support for Microsoft 365 apps on Windows 10 adds further urgency for businesses to act, but many organisations are already managing multiple competing priorities. Security risks and potential software compatibility issues should be strong motivators, yet some businesses are weighing short-term cost considerations against the effort required for a structured transition.
Microsoft’s Extended Security Updates (ESU) programme provides an option for organisations that need more time, with pricing starting at $61 USD per device for the first year, doubling each year thereafter. For larger organisations, the initial cost may seem manageable, particularly when looking to extend the life of their existing devices. However, the ESU only covers security updates—it does not include ongoing support for Microsoft 365 apps, which are widely used in business operations.
This means organisations that rely on M365 applications will need to plan their transition sooner rather than later. While short-term workarounds may be appealing, delaying too long could introduce additional risk, including potential disruptions to workflows and loss of compatibility with cloud-based services. A structured, proactive approach to migration—rather than a reactive last-minute shift—will help businesses minimise disruption and make the most of the productivity and security benefits Windows 11 offers.
To what extent are you using the AI capabilities of new PCs as a selling point for new PCs?
AI PCs are still in the early stages, but they offer interesting potential. Right now, the most practical use case is in security—having an NPU (Neural Processing Unit) allows for AI-driven threat detection without impacting system performance. There are already proof-of-concept examples in this space, and it’s likely to be an area of rapid development.
Some AI features being showcased today, such as sketch-to-image generation, don’t have broad business appeal. But real-time transcription, AI-assisted workflows, and language translation have more tangible benefits, particularly in accessibility and efficiency. While AI may not be the deciding factor in PC purchases today, it will likely become a more significant consideration in the coming years.
real-time transcription, AI-assisted workflows, and language translation have more tangible benefits - Brett Gilbertson, ASI Solutions
Any other comments about all this?
Upgrading to Windows 11 isn’t just a technical change—it affects the way people work. Security and performance tend to be the main drivers, but there are also usability improvements that aren’t always highlighted.
For example, Windows 11 has built-in accessibility features like Voice Access, Live Captions, and improved window management. These tools can help employees work more effectively, but many organisations don’t factor them into their upgrade strategy.
A common challenge with any major transition is user adoption. Even small changes, like moving the Start menu to the centre, can generate a lot of feedback if they aren’t properly communicated. Businesses that take the time to help employees adapt—not just from a technical perspective but in terms of usability—tend to see better outcomes from their upgrades.
What is the state of the PC market now from the perspective of your business?
The PC market remains highly commoditised, but with AI capabilities beginning to emerge, we’re starting to see a shift in how organisations evaluate their technology investments.
Rather than just focusing on specifications, businesses are beginning to look at long-term security, performance, and adaptability. While AI in PCs is still evolving, it’s clear that these technologies will play a larger role in decision-making over the next 12–18 months.
Clare Burman-Reynard, Account Director, The Missing Link
Question: To what extent is upcoming end of support for Windows 10 in October driving PC sales for your business? Do you expect this to change and why?
The upcoming end of support for Windows 10 is undeniably a catalyst for critical discussions with our clients. These revolve around in-place upgrades to Windows 11, investing in AI-ready devices, and integrating Microsoft Copilot capabilities into their long-term AI strategies.
For organisations planning their AI adoption journey over the next 2–5 years, this is a pivotal moment. Devices purchased today must be robust enough to support AI workloads in the future, making this a golden opportunity for businesses to future-proof their IT environments.
Has your business been involved in any Windows 10 end of support campaigns/initiatives and have they achieved much traction?
Absolutely. We’re leading with a multi-faceted approach—blogs, webinars, tailored email campaigns, and links to Microsoft's resources are at the forefront of our efforts. Our sales team has also been extensively trained to engage clients directly, addressing their device upgrade strategy, Intune deployments, and Copilot readiness. Early results? Several opportunities for licensing uplifts and technology adoption programs have already emerged, showcasing how proactive education drives tangible outcomes.
What implications will Microsoft’s upcoming removal of support for Microsoft 365 apps on Windows 10 in October have for your business and customers?
This shift will likely intensify the performance risks for users who remain on Windows 10, from vulnerability exposure to security risks due to lack of updates. Additionally, we anticipate a surge in help desk tickets as organisations encounter application reliability issues. Businesses that act now by upgrading their OS and devices can mitigate these risks, protecting both their teams and IT investments from disruption.
...we anticipate a surge in help desk tickets as organisations encounter application reliability issues - Clare Burman-Reynard, The Missing Link
To what extent are you using the AI capabilities of new PCs as a selling point for new PCs?
AI is no longer a distant concept; it’s top of mind for executives and boards alike. AI-ready laptops are a cornerstone of our conversations, as they align with future workplace needs. Even companies not yet ready to implement AI are looking ahead, knowing their next refresh cycle may come too late to support these transformative tools. With a typical lifecycle of 3–5 years for devices, now is the time to invest wisely.
To what extent are you seeing demand or interest from your customers in AI capabilities in PCs? If so, which types of customers (size, vertical, role etc) are you seeing demand from?
About 70% of businesses we’re engaging with are not yet showing explicit demand for AI-ready PCs. However, when we initiate conversations and explain how AI can support their future goals, interest grows significantly. By helping customers understand the strategic benefits of AI readiness, we’re seeing a shift from hesitation to excitement about the possibilities these devices can unlock for their long-term productivity and growth.
Are you getting what you need from vendors/distributors to move customers to Windows 11 and to sell customers on “AI PCs”?
Yes, events like those hosted by Dicker Data have equipped us with actionable insights and resources to unlock opportunities. Their dedicated support for campaigns and marketing materials has been a standout, enabling seamless collaboration between us and our clients.
Any other comments about all this?
Stock shortages could pose challenges as we near the October deadline. A surge in last-minute decisions might echo the COVID-era supply chain crunch. Our recommendation? Start planning now to avoid unnecessary delays and stress.
What is the state of the PC market now from the perspective of your business?
We’re witnessing a decline in traditional PC sales, while laptop sales continue to dominate, fuelled by remote work and hybrid strategies. The Windows 10 end-of-support timeline is injecting fresh energy into an otherwise cautious market, positioning 2025 as a significant year for technology refreshes.
Luke Fong, Chief Executive Officer, Lateral Plains
Question: To what extent is upcoming end of support for Windows 10 in October driving PC sales for your business? Do you expect this to change and why?
This has been a massive driver for our PC sale business. We expect that our customer fleet roll out will end nearing September and we can concentrate on other customer types once our existing customer fleet has been replaced. We don't expect this to change given the requirements of W11 meaning a lot of hardware becomes obsolete very quickly.
Has your business been involved in any Windows 10 end of support campaigns/initiatives and have they achieved much traction?
We have been only doing soft campaigns to our existing customer base and the reception has been great with our education pieces to suit.
What implications will Microsoft’s upcoming removal of support for Microsoft 365 apps on Windows 10 in October have for your business and customers?
Can see this being a non-event as our customer base will be all Windows 11 by this point.
To what extent are you using the AI capabilities of new PCs as a selling point for new PCs?
Our customer base is sometimes old-school and the buzz words don't play into this area of the market as well as it could. More campaigns with our distributors will help with this in the later parts of this year.
To what extent are you seeing demand or interest from your customers in AI capabilities in PCs? If so, which types of customers (size, vertical, role etc.) are you seeing demand from?
We have had interest in the legal and accounting verticals, mainly 20-50 user sized businesses but also many engineering firms are starting to investigate this.
Are you getting what you need from vendors/distributors to move customers to Windows 11 and to sell customers on “AI PCs”?
Yes, however it is up to the seller to take advantage of the resources provided by distribution. This is more about sales enablement on a larger scale from all players and not just individuals.
What is the state of the PC market now from the perspective of your business?
It's currently a golden age to be in this market. We can add so much value as an industry to all our customer bases. The PC market I don't think has ever been stronger and it will continue to be that way for some time to come well into the future.
Paula Fountain, National Practice Manager – End User Compute, Data#3
Question: The industry has pushed for urgency in customers moving off Windows 10. Have you seen urgency from customers yet?
Technology evolves rapidly, and it can be challenging to keep up with the latest features and understand how they can benefit. The IT industry has emphasised the urgency for customers to move off Windows 10, and we are starting to see this urgency reflected in customer behaviour. Initially, the adoption of Windows 11 was slow, likely due to lingering concerns from the migration to Windows 10. Early adopters have already made the transition, and Data#3 is one of them! However, as the Windows 10 end-of-support (EOS) date approaches, we are now seeing a notable increase in customers who have not yet migrated actively seeking assistance.
It's important to note that the Windows 10 EOL is not like OS upgrades of the past. With no updates or patches on the horizon, customers still using Windows 10 will find themselves increasingly exposed to serious security risks. Customers must migrate to Windows 11, to avoid unavoidable consequences such as security vulnerabilities and unsupported systems.
Has your business been involved in any Windows 10 end of support campaigns/initiatives and have they achieved much traction?
As Microsoft’s Largest Partner in Australia, we are among a select group of partners participating in a specialised program. This program provides additional investment to support our customers through educational initiatives, workshops, and enablement sessions, webinars and customer POCs. At all sessions we have seen full attendance and active engagement from our customers. Our primary goal is to ensure customers have comprehensive insights into the benefits and value of Win 11 empowering them to make informed decisions for their business needs.
Are you seeing any interesting implications of Microsoft’s upcoming removal of support for Microsoft 365 apps on Windows 10 in October?
Some customers remain unaware of this change, which could result in businesses being caught off guard. Consequently, they may incur unforeseen costs, not only related to ongoing support challenges but also due to the inability to access future features and enhancements in Microsoft 365 apps on Windows 10. Users may encounter degraded performance with lack of new features and outdated interface on unsupported systems.
Some predicted Windows 10 reaching end-of-support and the arrival of AI PCs resulting a PC sales bonanza. Are you seeing that sales bonanza?
In the current economic climate, I believe customers are prioritising cost-saving measures and leaning toward incremental refresh strategies rather than adhering to the traditional three-year refresh cycles. While I wouldn't describe the current market as a bonanza, there has been significant opportunity fuelled by the convergence of AI-powered PCs and the Windows 10 end-of-support, both positioned as ways to future-proof customer investments. However, this year, the sentiment appears to reflect cautious optimism rather than unchecked enthusiasm and over hype.
...customers are prioritising cost-saving measures and leaning toward incremental refresh strategies rather than adhering to the traditional three-year refresh cycles - Paula Fountain, Data#3
To what extent are you seeing customers think strategically about their future use of AI when purchasing PCs?
The adoption of AI technology varies significantly based on the maturity of a customer's business, as well as their existing compliance and security posture, making it a complex topic to address universally. Many of our customers are actively seeking information, consulting services, and engaging in pilot initiatives to explore AI solutions while adhering to their company protocols. Customers are also conducting user profiling to identify specific technology needs, ensuring optimal productivity as they embrace this evolving technological landscape. They are increasingly adopting a holistic approach to AI, integrating it into their core business strategies to drive innovation and efficiency.
We assist them by providing tailored AI solutions, comprehensive training, and ongoing support to ensure seamless integration and maximum impact. This shift in approach to leveraging AI also influences their device strategy, as they seek to deploy AI-enabled devices that enhance their operational capabilities and align with their long-term technological goals.
Are you selling many AI PCs yet?
Data#3 has been actively engaged in the sale of AI-enabled PCs. With the new AI-enabled PCs only becoming available recently, and as the OEMs continue to launch new models, the market is expected to transition predominantly to AI-powered PCs. Over the next year, we anticipate a significant shift toward these devices, as they will constitute most available offerings. We are also changing how customers consume via Device as a Service (DaaS), which helps with lifecycle management and consumption. This approach allows customers to stay up-to-date with the latest technology while optimising their operational efficiency and cost management.
To what extent are you seeing demand or interest from your customers in AI capabilities in PCs? If so, which types of customers (size, vertical, role etc) are you seeing demand from?
We are observing a significant increase in demand for AI capabilities in PCs across various sectors. These customers are seeking advanced AI features to enhance their operational efficiency, improve decision-making processes, and provide better services. While the demand is increasing across sectors, the benefits delivered within each industry is unique. For example, in healthcare, they can help enhance diagnostic accuracy and streamline administrative tasks, allowing professionals to focus more on patient care. In education, they can accelerate learning, improve efficiency, and ultimately, provided personal learning paths.
Hear the latest from tech partners on Windows 10 end-of-support, security & compliance, and the way forward with AI, at our Kickstarter event from 3pm on February 27 in Sydney. Register to attend Kickstarter. This event is for technology partners and sponsors only.
Disagree? Have something to add to the conversation? Contact the CRN editorial team at editors@techpartner.news.
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