Ok, you can ask for a Microsoft badge now since you obviously work in Microsoft's strategy department.
- Who would have guessed Microsoft would make Windows Phone OS free?
- Who would have guessed Microsoft would Windows free for devices 9 inches and smaller?
- Who would have guessed Microsoft would make available a specific SKU called Windows 8.1 with Bing free to OEMs?
In addition to that, you clearly don't understand how Windows is monetized. Microsoft has a Software subscription program, its called Software Assurance that large Enterprise companies pay Microsoft for Windows Licensing every 2-3 years to maintain access to support and upgrade rights to new versions. In fact, companies paid for this years ago even when there were no new releases.
Microsoft makes most of its revenue through Enterprise licensing versus consumer software. You still don't understand what I mean by big bang either, you won't have another major revision of Windows going forward. The cadence has changed, you are still in the mindset thinking there will be a Windows 11, 12, 13, 14, 15, 16, 17, 18, 19, 20. Accept it, there won't be anymore. This was discussed officially too.
This is how Microsoft will continue to monetize Windows in both Enterprise and Consumer:
- Consumers - services, Windows Store, add ons, example, Skype, XBOX Live, maybe even options like Ad Free Outlook.
- Enterprise - Update 1, 2, 3, 4, 5, these will be released over a period of time, maybe every quarter, every year, every couple of years. If you want to access these Updates, your Software Assurance contract will have to be current, or you just won't get access to it.
Updates are not like Service Packs of the past either, as clearly evidenced by Windows 8.1 with Update 1 which introduced signicant user experience improvements such as Power options on the Start Screen.
This is the direction of Windows in the future.
Windows 10, 8.1/8.0, Windows 7, Windows Vista, Windows XP, Windows 2000. These releases over the years have been demanding on both consumers and Enterprise IT, the upgrade threadmill takes it toll. When you look at how something like Chrome OS works, its transparent and users like it and that evidenced by the popularity of Chromebooks on amazon.com and popularity in education. Updating a Chromebook is invisible to the user.
Microsoft realizes, Windows also has to move in that direction. Its less head ache for IT, you don't end up with install bases that are running unsupported releases like Windows XP, users and even businesses are more interested in updating faster too, instead of waiting for the 'SP1' to arrive.
I am sorry this future is hard for you to accept, maybe because it also reduce the amount of forum post in the future for Install, Upgrade and Activate, but this is how an industry like this works, its ever changing. For someone like you has been in it for 50 years as you claim, I find strange you can't see this change that is coming, even when its been confirmed.
The future has changed too, even the company's CEO, Sataya said, the most important API the company has is the Office 365 API. 15 years ago, it was the Win32 API.