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Microsoft Adds Warning Prompt and Hidden Flags to Push Edge Over Chrome

A new 'browse securely' prompt appears for Windows users installing Chrome, accompanied by undisclosed preview flags that could nudge high Chrome users to pin Edge.

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Microsoft Edge could be trying to eye a bigger market share
Microsoft Edge targets Chrome users with new prompts

Overview

  • Microsoft has started displaying an install-time warning to Windows users downloading Google Chrome, advising them to “browse securely” with Edge and citing Microsoft’s added trust.
  • Security researchers uncovered two hidden Canary feature flags—msOptimizeChromePBSignalForPinningOnCloseCampaigns and msPinningCampaignChromeUsageGreaterThan90Trigger—designed to prompt users to pin Edge when closing Chrome or after heavy Chrome use.
  • Both feature flags remain dormant in preview builds and have not been activated for general users, with no confirmation yet on a broader rollout.
  • Privacy and competition advocates warn that using telemetry to track browser usage for targeted prompts raises concerns over user choice and potential anti-competitive practices.
  • Google Chrome holds about 66.6 percent of the browser market compared to Edge’s roughly 5.23 percent share, underscoring Microsoft’s incentive to sway users.