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So my friend would have to buy a full retail version of Windows 10
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If bought with some hardware, he can buy the OEM/System Builder version and save some money. He just needs to make sure he selects 64-bit or 32-bit at the time of purchase as OEMs versions are sold separately. "Full retail" come with both 32-bit and 64-bit (though you are only allowed to install 1). The other primary differences are the "full retail" license comes with 1 year tech support from Microsoft and you can legally transfer the full retail license to another computer (but you have to uninstall it from the original).
Tech support with OEM/System Builders licenses must be provided by the "system builder" - in this case, your friend. And the license is inextricably tied to the "original equipment" so it cannot, under any circumstance, be transferred to a different computer.
But he might look at buying Windows 8.1 instead. If he shops around, it is currently cheaper than W10 but 8.1 buyers can then upgrade to W10 for free for 1 year.