Editor
Sam Allcock is the editor of Now I Am Updated.
He has spent more than two decades in UK digital marketing, working across digital PR, SEO and content. He founded and sold two agencies - Custard, an SEO firm, in 2018, and the digital PR business PR Fire in 2024 - and wrote How to Sell Digital Assets (2025). He has contributed to HuffPost and HubSpot among others.
He writes here on the running cost of consumer technology: what carriers charge, what changes on a bill and when, and whether the published price is the price you actually pay.
He oversees the site from Dubai and can be reached at sam@nowiamupdated.com.
Microsoft will keep patching Windows 10 until October 2027. It costs $30, or 1,000 Rewards points, or a Microsoft account and your settings in its cloud. The third option is the one worth reading twice.