Once you've checked your target system meets the necessary requirements, then you will need to select which edition you want to download. My Windows 11 build's called Guinea Poog. Aside from the brighter overall look, Microsoft is also introducing the ability to name your computer as you set up Windows 11.
Basically, Microsoft is testing out the user experience of installing Windows 11 on a system for the first time, with all the intro screens, and options that usually entails.
