Windows 7 and 8 users are now able to reserve their free copy of W10

If it is an ISO on disc, I will probably reserve .What's the rush? The one year free upgrade period hasn't even started.

Edwin said:

That is a hilarious marketing tactic!
Reserve your free copy..., reserve before they're sold out?!
Yet they want 1 billion installs within 2-3 years?!
Better get busy!!!

Reserving it means it will be available to update on July 29th.

Anybody freaking out because they didn't get this notification, relax. You'll still be able to get the free upgrade when it happens. Even if you haven't reserved your copy.
http://www.microsoft.com/en-us/windo...auxapp_context

Can I get my free Windows 10 upgrade even if I didn’t reserve?

Yes. The easiest way to get the free upgrade is to reserve, but you can upgrade even if you don’t reserve.
Once Windows 10 is available, we’ll begin notifying devices that their free upgrade is available. Just open the Get Windows 10 app to schedule your upgrade. Note: Some notifications will go out as soon as Windows 10 is available; others may go out in the weeks or months following.

alphanumeric said:

Anybody freaking out because they didn't get this notification, relax. You'll still be able to get the free upgrade when it happens. Even if you haven't reserved your copy.
http://www.microsoft.com/en-us/windo...auxapp_context

Can I get my free Windows 10 upgrade even if I didn’t reserve?

Yes. The easiest way to get the free upgrade is to reserve, but you can upgrade even if you don’t reserve.
Once Windows 10 is available, we’ll begin notifying devices that their free upgrade is available. Just open the Get Windows 10 app to schedule your upgrade. Note: Some notifications will go out as soon as Windows 10 is available; others may go out in the weeks or months following.

Leading up to the release, a version of Windows 10 will be downloaded to your machine and then once the final code is signed off, you will receive the delta updates for the OS to bring it up to the RTM build. This process means that they can spread the delivering time of the bulk of the OS over weeks, instead of trying to have millions of users download the OS on a single day.

Source

How long does it take to install the upgrade?



Plan for about an hour for the installation. Newer devices may only take 20 minutes, and older devices may take more than an hour.
You’ll need to download the installation files before you begin. If you reserve, we’ll take care of downloading those files for you and let you know when you are ready to get started.
http://www.microsoft.com/en-us/windo...auxapp_context

It goes above my knowledge, however

Does anyone have any idea where the downloaded files are going to be stored, interested in seeing how often they get downloaded

CalBear37 said:

Turn it off using Notification Area Icons from Control Panel

That only works until you reboot. Then it gets set back to Show icon and notifications. How lame is that?

thunderclap said:

How does this affect those of us with the Technical Preview installed? I upgrade my Win 8.1 to 10 and am not seeing this offer. Will I have to reinstall 8 to even be eligible for the upgrade so MS knows I had a legit copy of Win 8.1?

MS has not said anything official if they will have an upgrade from the TP to the final release and I suspect that you'll need Win8.1 and not Win8 to get the upgrade.