Microsoft ends support for Windows 10, which may become a growth driver for Best Buy

According to Zhitong Finance APP, Microsoft (MSFT.US) will stop supporting the Windows 10 system on October 14. After this date, Windows 10 will no longer receive security updates, software updates, or technical support from Microsoft. Analysts point out that this change may drive an increase in computer sales for Best Buy (BBY.US).

It is understood that if users continue to use Windows 10 after this date, the security risks faced by their devices will increase as security threats are discovered but cannot be fixed. Although some devices qualify for a paid security update program, this is only a temporary solution.

Notably, analysts indicate that the recent growth in demand for commercial laptops and desktops is partly related to the Windows system update cycle. Overall, global personal computer (PC) shipments grew by 9.4% in the third quarter of 2025.

Regarding the PC update cycle, Jefferies analyst Jonathan Matuszewski pointed out that as of the end of last month, 61% of U.S. Windows users were running Windows 11, 35% were still using Windows 10, and another 4% were using other versions of the Windows operating system. He emphasized that the proportion of devices currently using this soon-to-be unsupported operating system (Windows 10) is at a historical high compared to previous system update cycles.

From this, it can be concluded that the demand for updates for desktops and laptops may be stronger than expected. Matuszewski analyzed, "We expect that the ongoing demand for updates for Windows 10 devices in the coming quarters will support computer sales for Best Buy."

In Best Buy's most recent earnings call, management mentioned that during the pandemic, consumers had a surge in desktop purchases, which supported usage demand over the past five years; now, consumers have begun to enter the desktop update cycle