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After entering the product key when installing Windows Server 2012 Standard, I get the error message.

We couldn't verify the product key.  Please check your installation media.

I have used the install DVD before, the disk surface is immaculate and the DVD drive did not seem to be struggling. I tried 3 times with reboots in between - pretty sure I didn't mistype 3 times.

Any suggestions?

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You get this error if you are using a product key for the wrong product. i.e. The key does not match the install media.

I think the key I was given was for Enterprise edition, but the install DVD was for Standard edition. I got a new key for the correct product and it worked.

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Ensure the machine (virtual or physical) has proper internet access. This solved it for me.

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