Despite the lack of flourish and giant ads, a lot rides on the success of the new Windows version for Microsoft and its chief executive

Twenty years ago the launch of a new version of Windows merited midnight store openings and a seven-figure payment to use a Rolling Stones song in ads celebrating the new start menu. Early on Wednesday the release of Windows 10 happened silently, with millions of computers around the world updated over the internet.

Related: Windows 10 review – final version of Windows might be Microsoft's best ever

Related: Windows 10: more Microsoft apps are coming to Android and iPhone