Clarification: while this question is very much related to other questions regarding Windows 10, it also covers specific aspects relating to using Parallels Desktop. These aspects are not covered in other questions; therefore, this question is not a duplicate.
I have Windows 7 Ultimate running on my Mac (OS X 10.10.4) via Parallels Desktop 10.2.0.
I want to upgrade to Windows 10, but I don't seem to have the upgrade icon in the system tray. I've run Windows Update multiple times, but no joy. I've also tried everything at http://www.cnet.com/uk/how-to/how-to-get-the-windows-10-upgrade-icon-if-its-missing/ and at http://www.askvg.com/fix-get-windows-10-upgrade-app-icon-is-missing-in-taskbar/.
I can confirm that GWX.exe is present in C:\WINDOWS\System32, but when I try to run it (either via the command line or through the GUI) nothing happens.
What should I try next? I'm confident I've tried all the standard troubleshooting steps for this, so is there perhaps something about Parallels that means the upgrade process will work differently?