OS is really not making them money anymore. One thing that helped apple make a comeback was intel hosts and encouraging dualbooting and software to run your windows on mac.
Well, it's making them plenty of money, but they pretty much get that money no matter what (from the device manufacturers when they sell hardware, and from businesses afraid to have their software entitlement coupled to the accident of their hardware).
Now it's a game of using that guaranteed footprint to bolster the recurring revenue services (OneDrive, Office, Azure). They still get the money for however the copy got there, but also use the copy to launch folks into recurring revenue options.
Except that if the rumors are true, they plan to move to a subscription model for Windows. If they do that, then I'll be done with Windows completely, and rely on Lutris/Steam (Wine/Proton) for all my gaming needs. I run Windows for nothing else.