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Don't buy the "Windows 11 Pro Upgrade" SKU for this. That license is built to upgrade a device that's already running a qualifying activated OS (Windows 7/8/8.1/10, or Windows 11 Home) to Pro — it works by entering a key inside an already-licensed Windows install.
Surface Hub 3 doesn't qualify, because:
It ships with Windows 11 IoT Enterprise — not one of the source editions that upgrade SKU is designed for.
Microsoft's migration process is a full wipe-and-reinstall from standard Windows 11 media, not an in-place key upgrade — meaning you need a full/standalone Windows 11 Pro or Enterprise license, not an "upgrade" one.
What to do instead: Confirm with your CSP distributor or Microsoft partner support which exact SKU applies — likely a full Pro/Enterprise commercial license or a Get Genuine Windows Agreement (GGWA)-type license, since GGWA specifically covers devices with a non-standard/embedded OS needing a genuine license applied. Get that confirmed before purchasing, since the wrong SKU could leave the device unable to activate.