Microsoft today said it would, as it indicated last year, end the free Windows 10 upgrade offer on July 29.

Today’s reiteration shouldn’t have come as a surprise: Windows 10 growth, largely spurred by the free upgrade, has slowed since September 2015 and probably has reached a point of diminishing returns.

In September, Windows 10’s global user share as measured by metrics vendor Net Applications, grew 28% over the month prior. Since then, 10’s month-over-month growth has slowed, first to 21% for October, then to 13% and 10% in November and December, before accelerating again in January 2016 to 20%.

From January, it’s been downhill, with growth rates for February, March and April fluctuating between 8% and 11%.

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