Moonbeam, thanks for your interest but Win10 is already activated in Bootcamp. It's when I access it through Parallels that it's not. I already tried twice on the phone with Microsoft but it was a complete waste of time. It takes an age and much number input to get to speak to someone. The phone line is terrible. When you finally get someone you can't hear or understand what is being said. You can't have a relaxed conversation. And of course, they aren't technicians, they're first line phone monkeys, they follow a script. They said they in no way give out activation keys. First time they said take it up with Parallels. Second time they said take it up with Apple. Meantime Parallels marked my ticket as Resolved. Microsoft has every right to decide how its activation process works. Parallels and other VM software providers need to up their game to have their software as compatible as they claim. They've had more than enough time now to sort it out with Microsoft. I use OSX and Windows software on my iMac and until I the upgrade to Win10 I could quickly and easily switch between OSs with Parallels. Now I have to keep rebooting through the day. GET IT SORTED PARALLELS.