The Mac App Store aggressively promotes free operating system upgrades, even on older computers that can’t install them. Why?

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My colleague Craig fired up his 2008 iMac today, because that’s the kind of thing we do here at How-to Geek. While checking the Mac App Store for security updates he saw a large banner promoting High Sierra, in the Updates panel, complete with a “FREE UPGRADE” button:

Intrigued, he clicked the banner and tried to download the update, only to be told his computer is not compatible.

If that’s the case why was there a banner promoting the upgrade in the first place?Users head to the Updates panel to install security updates, but this makes that experience frustrating.

To be clear: I think promoting the latest version of macOS on machines running something older is a good thing overall. But why use up screen real estate promoting something that can’t be installed?