(Bloomberg) -- Microsoft Corp. said that some personal computers will come pre-installed with Windows 10 at the time of the software’s release on July 29.

Dell Inc., Hewlett-Packard Co., Lenovo Group Ltd. and Acer Inc. will have machines with Windows 10 for sale in stores on the first day, Microsoft said in an e-mailed statement. The operating system, which most customers will get as a download for existing machines, isn’t totally complete yet and so the final version hasn’t been given to PC makers, the company said.

The Windows 10 release will represent a far more scaled-down, decentralized effort than previous glitzy and highly coordinated introductory events. The company is moving to deliver Windows as a service with both the whole operating system and smaller updates delivered to computers via download.

The software won’t be available initially for everyone to download -- instead the 5 million people who have been testing Windows 10 for Microsoft will get first crack at downloading it on July 29, the company said in a blog post earlier this month.

The events to introduce the new system will focus on those enthusiasts who have been testing the software with parties in 13 cities including Beijing, London and New York, said Yusuf Mehdi, vice president of Windows and device marketing. The company detailed the plans Monday in a blog posting.

Marketing Campaign

Microsoft will start a global ad campaign on July 20 with the tagline “A more human way to do.” Marketing will focus on a message called “Upgrade Your World” including asking users to tweet things they want to upgrade like their car with the hashtag #UpgradeYourWorld.

The program also includes charitable contributions from Microsoft to various global causes. Users will be able to choose some of the recipients of donations through a social-media campaign.

(A previous version of this story quoted a Microsoft executive incorrectly asserting there would be no PCs with Windows 10 pre-installed at the release date.)

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