Dive Brief:

• Microsoft confirmed it has been pre-loading Windows 10 installation bits onto devices without the device owner’s permission.
• Users have complained the downloads have caused them to exceed their ISP’s data caps or taken up significant amounts of device storage space.
• Microsoft’s defense is that it’s an "industry practice.

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Dive Insight:

Microsoft acknowledged it has been pre-loading the Windows 10 upgrade on devices without user permission since late July. It was first believed the practice was limited to PCs whose owners had accepted the company’s upgrade offer, but new information revealed that the bits are downloaded even when device owners have not asked to upgrade to the new OS.

Microsoft acknowledged the practice in a statement.

“For those who have chosen to receive automatic updates through Windows Update, we help customers prepare their devices for Windows 10 by downloading the files necessary for future installation," a company spokeswoman said in an email. "This results in a better upgrade experience and ensures the customer's device has the latest software. This is an industry practice that reduces time for installation and ensures device readiness."

But Wes Miller, an analyst with Directions on Microsoft, said he has not seen the approach used in this manner before.  

"I've seen some tiny apps do it for updates. But not for an OS upgrade,” he said.