Your computer may not have a GPS radio in it like your smartphone does, but if you're connected to the internet, your location can be tracked through your IP address. The final part of the first settings page concerns location. If this option is enabled, it allows app developers and ad networks to profile you using that ID and serve you ads based on how you use your PC. Next is a rather nebulous entry: "Let apps use your advertising ID for experiences across apps." What this sentence doesn't quite explain is that Windows 10 generates a unique advertising ID for each user. But for others, sharing "contacts and calendar details" may be a bridge too far. Some people may be comfortable with this usage after all, third-party smartphone keyboards like SwiftKey improve their autocorrect functionality by learning how you type. Windows 10 may do the impossible: help Microsoft win back the hearts of PC gamers "by sending contacts and calendar details, along with other associated input data to Microsoft." The next setting sends typing and inking data to Microsoft to "improve the recognition and suggestion platform." Under "Personalization," the first setting tailors your "speech, typing and inking input" to the way you talk, type and write. The first page of settings lists four options that you can toggle on or off, while the second page lists five items. The installation process lets you customize privacy settings at the end or go with the defaults in "express settings." We'd suggest taking the extra two minutes to forgo the latter and make your own choices here, or adjusting the options after installation, because Microsoft's default privacy settings might not be as private as you'd like. You have the ability to control Windows 10's data collection, but it takes some doing.
But that future relies on big data - your data - and by default, Windows 10 can track and share the websites you visit, the purchases you make, the places you go, the words you type, the things you say and more. Windows 10 is here, and Microsoft's latest operating system is designed for a mobile-first, cloud-first future, as CEO Satya Nadella puts it.
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