The Egg wrote:
I don't think a new halo device with the exact same strategy they've been trying the past six or seven years will work.
Microsoft never had a strategy or plan. Most Windows phones were low or midrange devices, and the few higher-end models were almost always exclusive to a single carrier. There was no continuity, and when higher-end devices reached EOL, users had no upgrade path unless they were going to bounce between carriers.
Windows Phone also never had a clear-cut halo device. If MS had said "This is the Surface Phone", made sure it was available from all 4 carriers, and then 18 months later released the Surface Phone 2, they'd probably have at least 20% of the market right now.
This. The lack of apps was a symptom, not a problem.
In the US, carriers sell the phones. No one buys unlocked devices.
Going to a cell store, salespeople sell phones.
Salespeople push customers to the phones that give them the highest commission.
"Have you heard about the newest Samsung Galaxy? I'll get $20 if you buy one!"
Microsoft entered a market where money is all that mattered, and Microsoft has tons of money.
Windows Mobile failed because Microsoft wanted it to. Why? I don't think we'll ever know, but I'd bet it was Nadella in partnership with Not Invented Here.