While Windows 10 has not banished all the bad memories of its predecessor, Microsoft's latest desktop operating system has certainly been an improvement. But Microsoft has a few further changes up it sleeve, with the latest plan according to Neowin to double the number of ads for promoted apps that crop up on the start menu. 

The development was first detailed at Microsoft's WinHEC conference last week, where it was mentioned the change will be rolled out along several others during an update slated for July. The update, which also marks the one year anniversary for Windows 10's global debut, will up the number of ads from five to 10. The Verge points out that it is most likely motivated by the desire to attract more developers to the Windows app store, but it remains to be seen how consumers will embrace the change.  

While ads within free apps are a common occurrence, one would think that the fact that users pay for Windows in one way or another would restrain Microsoft promoting their wares. This, however, does not seem the case, but let’s wait for the July update before passing further judgement.