After Win 10 upgrade, iTunes doesn't autolaunch when iPhone plugged in USB

Just did Win 10 upgrade from Win 7. Before the upgrade, iTunes would immediately launch when I connected my iPhone 6S by USB cable (which is how I back up and sync--don't use the cloud). After Win 10 upgrade iTunes won't launch automatically. I can open iTunes manually, it detects the phone, and syncs fine. Any ideas on how to get the auto launch back? Any thoughts would be appreciated.