If Windows 8.1 was free ...

Microsoft is reportedly experimenting with the prospect of making its operating system available for free, at least as an upgrade for users of (legitimate) Windows 7.The necessary combination with Bing is not clear, as searching the entire operating system, system folders and files, and the WWW is done anyway with Bing Smart Search (but not e-mail) in the paid version of Windows 8.1. It remains unclear yet how, the free version of Windows will lead to an increase in subscribers to Microsoft's cloud services such as Office.com, (Skydrive aka) OneDrive or Skype, services that are also referred to by the paid version. It goes without saying, of course, that if Windows were free, then the chances of more users subscribing to Microsoft's cloud services would be increased, although competition is now fierce.
Microsoft, however, is said to be considering the possibility of making the installation licenses of Windows Phone, the smartphone version of Windows, available at significantly lower prices to phone manufacturers.The same is said to be true for Windows 8.1, at least on low-cost PCs and laptops (less than $250), where Google already has a proposal (ChromeOS on Chromebooks).

On the other hand, Apple has already thrown down the gauntlet to Microsoft. On 22 October 2013, on the occasion of the release of OS X Mavericks for Mac, Tim Cook told Redmond that "it's time to open a new chapter in software history, to move into a new era in which upgrading operating systems will be free". Since then, Apple has established that upgrading will be available at no charge directly from OS X Snow Leopard, Lion or Mountain Lion.

However, such a decision, the first big decision of the new CEO, Satia Nandella, will be very difficult to make. The cloud market is clearly fragmented, with users finding themselves with two or three accounts on each cloud service.

Gmail users are asked to keep their files in sync on Google Drive and stream to Google+ by leaving Facebook while using automatic file transfer from their Android smartphone. App, music and movie purchases from the Play Store.

Windows 8.1 users have mail in Outlook.com and keep files synced to OneDrive, while their photos are automatically uploaded with Camera Upload from their Windows smartphone. For app, music and movies they are referred to the Windows Store.

Finally, users of Apple products have everything gathered in the company's cloud services, unless they go off the beaten track and next to their mac mini or macbook they dare to place the latest Samsung Galaxy S model.

A common phenomenon, however, is the dispersion of photos and contacts or even friends in different services from different devices, which no longer guarantees that a free operating system could guarantee a similar increase in subscribers and users.