Users found that trying to install a third-party browser that doesn't come from Microsoft's stable brought the message: "You already have Microsoft Edge - the safer, faster browser for Windows 10". Word comes from beta testers of the update report the screenshot below pops up if you try and install a competing browser on your PC. Currently, this is only on an Insider build, but there's every chance it'll be on customer PCs in the October 2018 update. This pop-up won't stop you from installing your third-party browser, as it gives you the change to "Install Anyway", but it also gives you the option of opening Edge instead. At least Microsoft gives you the option to turn off warnings like this, but that doesn't make the situation much better. That kind of passive-aggressive styling has become all too common in pop-ups that want you to sign up for newsletters, download specific apps or do whatever else the person who set up the pop-up wants you to do. That's the question Microsoft keeps asking itself, and like the lead in a romantic comedy, it's trying its darndest to make sure you take it back, rather than falling for the superficial charms of hunky Firefox or the Chrome lothario.
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The app suggestions feature is part of the "Apps & Features" setting in the Settings app, where you can control whether or not you can install apps from outside the Microsoft Store. Most Windows 10 users click through all these annoying prompts and use Chrome instead. If someone is downloading Chrome or Firefox, they've already made their choice as to what browser they want to use. This is no way to encourage more users to start using Edge. Considering the popularity of Chrome and Firefox, Microsoft's tact to shame users into using Edge isn't going to be well received. Google doesn't put up a warning page when you search for Firefox, and it doesn't try to slow you down when you install another browser on Android.