Wich Medium did you use to install the image?? USB Stick or external DVD Drive?
Does the message come up "Press a key to boot from DVD Drive" right at the beginning? It has to and you have to react very fast to press a key, otherwise it will boot right from eMMC where Windows Home is installed.
Naviara I used 2 different ISO images on DVD. One was official M$ OEM disk, second was a ISO downloaded through the M$ Media Creation Tool. I went through the full O/S installation, after reboot the OOBE setup screen came up as expected, set up a new user, network config, etc. First thing I did was check the O/S info in Control Panel > System. I've done four seperate installs just to be sure I didn't miss anything. (I've done my fair share of system wipes, so I know what I'm doing) it's just no matter what I do, it's always loading a fresh install of 10 Home.
This message was posted on behalf of Intel Corporation
There are no limitations on Intel sticks, customers can upgrade the operating system. As a workaround update the BIOS of the stick then, create a bootable USB drive with Win10 Pro and try it again.
BIOS version 0024
Try installing the new operating system with F10 option while powering the system on.