Chrome Browser Upgrade Brings Troublesome Changes for Windows Users
Republished on January 4, with information on new Edge advancements aiming to challenge Chrome and the anticipated desktop integration with Gemini in Google's latest pre-release build.
It's not unexpected that Google is eager to retain Chrome within its realm, countering the DOJ's push for a forced sale of the browser. Remarkably robust, Chrome has shown remarkable resilience—just like in a recent update that poses a significant challenge to Microsoft and its Windows OS.
Microsoft has been relentless in its quest to convert Chrome users to Edge, drawing criticism for the prompts and ads built into Windows itself, including ones that interrupt Chrome installations on a PC. Although this strategy has been largely ineffective, Microsoft has also employed a more potent tactic, encouraging users to switch to Edge for security reasons, particularly within an enterprise environment. As I've pointed out, if users shift to Edge at work, they might do the same at home.
Despite Edge's continuous market share growth, surging more than 2% year-on-year to a 13% share of the desktop market, Chrome displayed an even more impressive growth rate as 2024 drew to a close. Statcounter's latest data shows that "Chrome kicks off 2025 with a solid and untouchable 66.88% market share, expanding its market share by 0.5 points in a month and 1.65 points year-over-year." Therefore, it appears that Microsoft's Windows campaign is not making substantial progress.
Microsoft's newer ads promoting Edge cropped up before the holiday season, according to Windows Latest, which reported that "Microsoft Edge won't stop nagging users to set itself as the default browser on Windows 11." While there have been conversions, they are far from enough to threaten Chrome's dominance.
These Edge pop-ups haven't completely failed, as Windows Latest mentioned, "Edge’s pop-up title suggests using 'Microsoft-recommended browser settings'," and claims "Microsoft Edge helps protect you while you browse by blocking phishing and malware attacks" with another point: "Set Microsoft Edge as your default browser." Once you confirm, you need to select 'Set Default' in the Windows settings app to make Edge your default browser.
In response, Google seems to be engaging in similar tactics. "If you use Edge to browse Google properties, such as Google.com and YouTube.com, you might encounter pop-ups recommending 'Chrome' for AI, safer web, and other enticing marketing features," says Windows Latest. Pop-ups are undeniably annoying, but they have become an industry standard. Anticipate more pop-ups on Windows 11.
I have reached out to both Microsoft and Google for their comments on these recent trends. Edge is growing and boosting market share, but Chrome's lead is significant enough to make it virtually impenetrable without a major market disruption—however, that may be looming on the horizon.
2025 could bring change—we're still unsure where the U.S. antitrust campaign will conclude, and although Apple has backed its allies' defense on Chrome, much ground remains unexplored. Microsoft, on the other hand, faces its own challenges. As Neowin explains, "browser makers and advocacy groups have recently sent a letter to the European Commission, asking it to regulate Edge using DMA regulations and label Microsoft as a gatekeeper that harms other businesses with predatory practices."
With the new year barely underway, it's already clear that the back-and-forth between Google and Microsoft is set to continue. Google isn't opposed to launching its own takeover campaigns, and according to Windows Latest, "watch out Copilot—Google could add Gemini Live to Windows 11's taskbar via Chrome." It's intriguing that this move could spur Microsoft into redoubling its efforts to convert Chrome users to Edge, given how crucial the Copilot versus Gemini struggle could become as AI becomes an essential force within the apps and platforms we use, and more importantly, how we employ them.
"During our search for recent Windows 11-related Chromium additions," said Windows Latest, "we discovered a Chromium patch that fixes 'floaty detach on Windows', which is related to Gemini Live, codenamed 'GLIC' in Chrome... Until now, Gemini Live has been exclusive to the Gemini app on Android and iOS, but Google wants that to change, and it has plans to integrate the AI into Chrome's sidebar, similar to how you can access Copilot in Microsoft Edge. However, it could take things a step further by adding a Gemini Live button to the taskbar... In other words, the Gemini Live interface might detach from the Chrome window and float independently. You can open the Gemini Live floating interface directly from the taskbar or system tray by clicking an icon."
This seemingly imminent Chrome update could be a preview of what's to come, as the browser war shifts gears with AI search and tighter generative AI integration emerging as potential threats to the prevailing order. In both these areas, Microsoft and Google are already in direct competition, with their respective browsers serving as battlefields. Microsoft hopes that these disruptive forces can finally weaken Chrome's market dominance, while Google will clearly build upon its strong foundation.
In the midst of the recent Chrome security controversy, numerous extensions have been recognized as potential hazards for users. Google's PR team has shown exceptional resilience, successfully countering various Chrome-related headlines, such as the reversal on tracking cookies, Apple's ad resembling "The Birds", consecutive security warnings, and the prolonged Privacy Sandbox regulatory standstill. Despite these challenges, Chrome's user base continues to show greater interest in the browser's features and performance rather than its track record on privacy and security issues.
In related news, Windows Latest reports that AI technology is set to make its way into Edge, with enhancements in AI and ML-related features for Windows 11. The emergence of a new flag in Edge Canary, msTaskbarXUseSystemTray, hints at potential system tray integration between Edge and Windows 11. This could mean that Edge may display icons or notifications in the system tray.
This development represents a significant step in Microsoft's browser/OS integration, raising concerns about Chrome's ability to keep up as it will forever remain an outsider. Microsoft has announced improvements in Edge's performance under Windows 11 as it operates natively. "You may have noticed that some of Edge's features have become faster and more responsive," Microsoft stated. "That's because Edge is on a mission to make all user interactions in the browser lightning-fast, starting with our newest features and key ones."
While these advancements have been in the works for some time, they have yet to gain widespread acceptance. Among all the new innovations, the Copilot AI push is seen as a key component of the Windows 11 drive. It's reasonable to assume that the rivalry between Copilot and Gemini will only intensify the competition between Edge and Chrome. WindowsLatest questions whether Google can replicate this on Windows with Gemini Live in Chrome, but it's still early days in this AI integration adventure.
So, here's to a potentially not-so-happy new year!
Microsoft's warnings about potential security risks in Google Docs have raised concerns among some users, leading to a surge in Chrome vs. Edge comparisons as users consider switching browsers for additional security. Google's proposed integration of Gemini into Chrome, as seen on Windows 11, is seen as a direct challenge to Microsoft Edge's system tray integration and AI enhancements. Despite Microsoft's persistent efforts to convert Chrome users to Edge, Google's Chrome browser remains robust, showing remarkable resilience, even in the face of Microsoft's Windows-built prompts and ads. In response, Microsoft has faced criticism for its tactics, with some calling its strategies manipulative and detrimental to user choice. Despite this, Microsoft has refuted these claims, maintaining that its aim is to provide users with the best possible browsing experience and improve security within enterprise environments.
