As far as I know, every Windows product has a lifecycle — Windows 10 does not come with life-time updates. Currently, Windows 10's end of mainstream support's date is October 13, 2020, while its end of extended support date is scheduled for October 14, 2025.
My question is, wouldn't Microsoft lose a lot of money from non-business Windows users this way, since everyone, once they initially purchase Windows 10, will get updates in perpetuity and will never have to buy another Windows again?
I think that part of the issue is that Microsoft has at least implied, if not stated, that they were switching to shorter "upgrade" cycle (approximately yearly) along the lines of what Apple does for their OS. So, the implication is that they will not necessarily be a Windows 11 that is sold as new major upgrade at some point in the near future that also gets a new life cycle. It is not completely clear to me if this is really true and even if it was, there is nothing that prevents Microsoft from changing tunes in the future.
FWIW, I am huge fan of Apple's 1 year OS upgrade cycle. I personally believe it has resulted in quality control issues, which is a big reason why I wait quite a bit before upgrading. I also think can mess with productivity, especially in enterprise/business environments. New features tend to mess with existing work flows. Fortunately, for the most part, many of the new features in new versions of the macOS are what I would consider "fluff" features, so many of the new versions have not been overly disruptive to work flow. I also think that it has diverted resources from other areas that could use some of those resources (i.e. Apple would have been better served putting some of those resources into more frequent updates of the Mac hardware, especially desktops, rather than yearly macOS upgrades, IMHO). I would personally be fine if Apple dropped to a 2 or 3 year major upgrade cycle for the OS.
So, if Microsoft is following the same path that Apple has done, then I personally am not a huge fan of that.