Microsoft has now gotten involved in a slew of new tactics to dissuade people from downloading Google Chrome. Just as with Apple, the two tech giants are pushing hard to keep users within their ecosystem on Safari and Edge.
As per a report by Forbes, “If you open the Chrome download page in Microsoft Edge, you may see a new banner at the top.” Instead of just presenting the usual Edge versus Chrome comparison, “Microsoft now focuses on protection.”
Microsoft’s old tricks to resist people from downloading chrome
As per the report, Microsoft has played these before as well. In its Apple Safari versus Chrome campaign, which is all about privacy and tracking fingerprinting. As for this latest campaign, Microsoft Edge is presented as an “all-in-one option with features like private browsing, password monitoring, and protecting against online threats.”
What’s most interesting is that Microsoft has usually stressed that Edge is built on the same Chromium base as Chrome with all the benefits of Chrome, only better. “This time, those points are missing. The message stays centered on built-in safety features.”
Microsoft pushing misleading messages
The report by Forbes further points out that Microsoft is pushing misleading messages about browsing security to interfere with users’ choice over their downloads.
Microsoft should stand on the side of users instead of glossing up the old pop-ups with new messaging and end its campaign to undermine consumer choice and lock out competing browsers.
Microsoft using similar tactics on a bunch of platforms
Another report published by TechRepublic mentions that Microsoft is adjusting how it discourages users from switching browsers, reinforcing a broader pattern seen across the majority of technology platforms. The report further mentions that Microsoft is pushing harder to ensure users remain in their ecosystem and do not opt to go for Google Chrome.
Apart from the new security concern messages, Microsoft has stopped highlighting the fact that Edge is based on the same platform as Chrome.
This new approach by Microsoft has caused widespread concern for the industry, apart from criticism from the Browser Alliance. These changes echo long-standing regulatory debates in both the US and Europe, where default settings and pre-installed software have been scrutinized for limiting competition. While Microsoft still technically allows Chrome to be downloaded, the repeated prompts and evolving messaging raise questions about how free that choice really is in practice.
