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Nothing really. That is Microsofts biggest fear. Some 35% of computers connected to the internet still run XP. When the end comes, windows update will stop updating, nothing else.
Will those 35% move to Windows (Whatever) or will they retire their desktop and buy an iPad, or install a Linux Distribution that is supported for free or do nothing. My bet is on do nothing while ever the machine still works.
The first major malware that exploits XP vulnerabilities and turns peoples XP PCs into a brick or a Bot in some network might frighten some into moving. Others will scream that Micrisift did not make the software correctly and they are due a refund after 10 years. If it was a car with a defect that may injure there would be calls for a recall.
In the end XP will go away, but Micrisift supporting or not supporting it will not speed that by one day.
Nothing good. Any newly identified vulnerabilities will not be patched for starters. Time to move on. http://www.microsoft.com/en-us/windows/business/retiring-xp.aspx