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Windows 10 launch events will include celebrities, concerts, and yes, upgrade help

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July 29 is Windows 10’s launch day, and Microsoft is working hard to make it a big event. Insiders who faithfully downloaded preview builds and provided feedback will get the best deals, but Microsoft also has some things in store for everyone else—at, you guessed it, Microsoft Stores.

Microsoft will hold special launch events at nine of its stores in the U.S. A tenth, Park Meadows Mall in Lone Tree, Colo., is scheduled to host a free live concert with OneRepublic. Nine additional stores will host special guests—the Santa Clara, Calif. store, for instance, will host NBA Finals MVP and Golden State Warriors forward Andre Iguodala, while the Seattle store will host Doug Baldwin of the Seattle Seahawks.

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