windows 10 launch
Vineet Durani, director of Microsoft India Windows Business group, speaks during the launch of Microsoft Windows 10 in New Delhi, July 29, 2015. Money Sharma/AFP/Getty Images

Windows 10 has had an overwhelmingly successful launch. In a blog post on Thursday, the company revealed that more than 14 million devices have downloaded Windows 10 in the first 24 hours.

But perhaps most importantly, Microsoft hasn’t even got copies out to everyone who reserved one. That means as the reserve copies filter through – and word of mouth reaches people who didn’t reserve, more and more non-reserve copies will pile up on top of the reserve copies, creating a storm of upgrades. This 14 million figure is likely to keep growing at breakneck speed.

Microsoft is working hard to keep up. “Rest assured we are working 24×7 to continue the upgrade process and are prioritizing the quality of your upgrade experience over anything else,” said Yusuf Mehdi, corporate vice president of the Windows and Devices group. “We are grateful for your excitement and enthusiasm and we appreciate your patience over the days and weeks ahead as we carefully roll out Windows 10 in phases to all of you that have reserved.”

Microsoft isn’t stopping there, though. The company is already planning the first set of software updates that will bring new features and functionality. The first update, released on Monday, squashed a series of bugs and improved system performance. Forced automatic updates means consumers will not have to worry about checking and installing the new patch.