If you open Edge and search for "Chrome" or "Firefox" using Bing, Edge's default search engine, you'll be presented with a massive banner informing you that "Microsoft Edge is the faster, safer browser on Windows 10 and is already installed on your PC". This pop-up won't stop you from installing your third-party browser, as it gives you the change to "Install Anyway", but it also gives you the option of opening Edge instead.
Microsoft has been pushing its Edge web browser quite a lot in Windows 10.
The existence of such a pop-up alert will be controversial with some PC users.
In any event, users will still be free to ignore Microsoft's entirely baseless warnings about installing a rival browser. This is normally set to the default option of "install apps from anywhere", but when the Windows 10 Update arrives in October, it will be changed to "show me app recommendations". "If I wanted to use your browser, I would".
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The user is then given the option to stick with Microsoft Edge (highlighted in blue as the default setting) or "Install anyway" - which doesn't sound alarmist at all. The issue that Google and Firefox may take with this warning is that the wording insinuates that the other two browsers are less safe than Edge.
The app suggestions feature is part of the "Apps & Features" setting in the Settings app, where you can control whether or not you can install apps from outside the Microsoft Store. In a statement to CNET, Microsoft referred to its Windows test programme, and said, "We're now testing this functionality with insiders only".
An image of the offending pop-up was shared in a tweet by user Sean Hoffman. Most Windows 10 users click through all these annoying prompts and use Chrome instead. Google doesn't put up a warning page when you search for Firefox, and it doesn't try to slow you down when you install another browser on Android.
The message that pops up calls itself a "warning", but the only reason it's warning you to use Edge is that Microsoft would prefer you do so. To do that requires focusing on making Edge better than the alternatives and marketing it as such.