TIME TO sound the 'Oh FFS' klaxon as developers are told about a nasty little payload in the forthcoming Anniversary Update.
It was explained during a presentation at the Windows Hardware Engineering Conference (WinHEC if you please) that the number of promoted apps (posh phrase, means adverts) in the Start menu of Windows will soon double.
The presentation showed some justifications by outlining changes in the Anniversary Waltz, sorry, Update, due for to release at roughly the same time as Microsoft beginsaccepting compulsory donations towards the upkeep of its ad platform.
The slide claimed that the firm will introduce users and expose them to the Windows Store and allow them to discover and engage with high-quality and locally relevant apps.
That second part is important because these promoted apps, which will appear in tiles, will be personalised, regionalised and managed by a service that will refresh them on a regular basis.
The difference for the end user is also that the number of static tiles in the Start menu reduces from 17 to 12 to make room for the new not-adverts.
The ads can be switched off in settings