Ubuntu initially positioned itself as a staunch advocate for free software, reflecting its roots in the principles of open-source freedom and collaboration. This ethos is captured in early mission statements and community declarations that emphasized the “freedom to use, share, study, and improve” software.

Today, Ubuntu still mentions its commitment to free software, as noted on the Ubuntu Community Mission page, which emphasizes building tools accessible to all and maintaining an ethos of openness and collaboration. However, its approach has evolved to include a pragmatic balance between free software and proprietary solutions.