As part of its event on October 22, 2013, Apple announced the public release of OS X Mavericks – the latest edition of Apple’s desktop operating system. While this announcement was largely expected by the tech press at large, what came as a surprise was that Apple would be offering the OS upgrade for free. With the quick adoption of last year’s edition, OS X Mountain Lion, as a benchmark, Chitika Insights found that Mavericks is outpacing its predecessor in its first 24 hours of public release. To quantify initial OS X Mavericks adoption, Chitika Insights sampled millions of U.S. and Canadian Mac OS X-based online ad impressions running through the Chitika Ad Network. The data used within the analysis were drawn from impressions catalogued across the time frame of October 22 through October 23, 2013. For comparison, the 24-hour OS X Mountain Lion adoption data we catalogued last year is overlaid on the same graph.