Coming and going Part II: This is the best time for apps to come to Windows 10

In 1989's Field of Dreams, the character Ray hears a voice that simply says, "If you build it, he will come." In obedience to this voice, Ray plows down his cornfield, (the source of his income) and builds a baseball diamond in its place. As the story continues, Ray has a miraculous encounter with an individual that was drawn to the field that he built in faith.

In like manner, Microsoft accomplished the unprecedented as they followed the voices from its past.

Twenty years ago, Microsoft began a journey that would see them depart from a well-established paradigm in the industry. Operating systems tailored for specific form factors or built on different foundations has been the way personal computing has been done for years. It is the way tech giants such as Apple with iOS, watchOS, macOS and tvOS, and Google with Android and Chrome, continue to do things. Android apps in Chrome are, however, a "half-step" in the direction of unification.

The UWP is not a response to Microsoft's struggles in mobile.

Like a farmer who would not plow down his corn and source of income, most tech giants would not change what works. Microsoft has taken a gamble with the Universal Windows Platform, proving that it is not like most tech companies. It's worth noting that the UWP is not a response to Microsoft's struggles in mobile — the journey toward a unified platform began before the challenges of a struggling mobile platform essentially required a change in the way Redmond does personal computing.

This change in personal computing which provides a consistent UI and core across form factors also presents an opportunity for developers.

Simply put, though a tad more involved, a developer can code once for all device types including PC, HoloLens, phone, Xbox, Surface and any new Windows 10 device Microsoft conceives. Many developers have taken advantage of this opportunity.

Microsoft has invested decades of research, time and money confident in the belief that if they built it, developers would come to the UWP. Though many developers have yet to come and some have left, many developers have indeed embraced the platform. With a growing and maturing Windows 10 device family, like-minded developers will likely continue to join the ranks of those who embrace Microsoft's realized universal platform dream.

What's the appeal?

To be perfectly candid, there's been a troubling number of apps leaving Microsoft's platform. But that's not the entire story; many developers are bringing apps to Windows. Why? What's the appeal of developing for Windows 10? The answer is simple and yet complex: Building an app for Windows 10 allows a developer to target the widest array of devices, with the highest level of continuity (from development to UI) between them, for the least amount of time and monetary investment, Windows 10 is the best choice.

The single core shared across phone, PC, tablets Hololens, Xbox, iOT and Surface Hub makes sharing code between Windows 10 device types possible.

Microsoft's Tyler Whitney said it this way (opens in new tab):

…With this evolution, apps that target the UWP can call not only the WinRT APIs that are common to all devices, but also APIs (including Win32 and .NET APIs) that are specific to the device family the app is running on. The UWP provides a guaranteed core API layer across devices. This means you can create a single app package that can be installed onto a wide range of devices. And, with that single app package, the Windows Store provides a unified distribution channel to reach all the device types your app can run on.

This continuity is not restricted to the development level. Users can use a Store app that has been written for multiple device types and have a consistent UI and experience across devices.

Furthermore, with Continuum for PC/tablet or phone a user can shift between contexts and the device's UI and apps will transition to fit the new environment. For example, a user who is editing a Word document on his phone on the subway, can, upon arriving at the office, connect to a monitor mouse and keyboard and continue their work.

No other OS offers this level of development and UI consistency with a single app.

The UI on the monitor will have the look and feel of a Windows 10 PC. The user will also be able to interact with the document via mouse controls and keyboard shortcuts as he would with a PC version of Word. No other OS offers this level of context conformity and unified development with a single app. Though in its early stages and still evolving toward its full potential this is an appealing prospect for both many developers and Windows fans.

Bank of America, Netflix, Plex, Candy Crush Jelly Saga and other Windows 10 apps are examples of apps that have been (are being) written once and coded for multiple form factors. The arrival of these and other apps has been received as an encouraging sign by fans that the UWP has promise.

The mobility of experiences

Our digital experiences are more mobile than they have ever been. It is common for many users of technology in developed regions to own multiple personal computing devices. A combination of desktop PC's, tablets, laptops, smartphones and game consoles is not an uncommon assortment of technology to find in many homes in developed regions. Smart wearables are increasingly becoming part of the mix.

Mobility is cloud-supported transitioning of a user's experiences across devices.

User's desires that their devices "know" them and "remember" usage patterns is becoming more of an expectation than a perk. Regardless of the ecosystem a user buys into, they don't want a disparate experience between devices. Mobility, as Satya describes it, is not the mobility of the actual devices that physically moves with a user. Mobility is rather the transitioning of a user's experiences across a multitude of personal computing devices with the support of an intelligent cloud backend.

This reality is where the advantages of the UWP shines for the developers that have embraced it. Microsoft's family of Window 10 devices offer an industry-wide solution for a range of personal computing scenarios. Moreover, most devices in the Windows 10 hardware family are designed as aspirational devices for an industry of OEMs to emulate.

Through a partnership with Microsoft, these OEMs can pattern their hardware after the optimal representation of hardware and software synergy that is ideally showcased in Microsoft's first-party hardware. For example, the Surface tablet-laptop hybrid inspired an industry explosion of 2-in-1s including copycat devices from Google and Apple.

Riding the wave

The potential inherent in partnerships to propel Windows 10 throughout the industry is tremendous. Many of the developers bringing their apps to the platform likely see the potential future impact as well as the present benefits of this pioneering technology.

For instance, though HoloLens has ruled the headlines, Windows Holographic — a part of every Windows 10 build, is the true story. Firms can partner with Microsoft using Windows Holographic in the exploding frontier of augmented- or mixed-reality.

Developer's see present benefits and future impact of the UWP.

Thus, a developer's UWA potentially has the future venue of an industry-wide, game-changing technology with holographic computing. Moreover, as a partner with Windows 10-supported virtual reality devices such as Facebook's Oculus Rift, Windows 10 is at the forefront of cutting edge technology. This representation of the platform as the foundation for innovative shifts in technology is a benefit for developers.

Also as a leader in console gaming Windows 10 on the Xbox offers developers yet another venue to target users with universal Windows apps.

No other ecosystem provides such a wide variety of innovative, envelope-pushing hardware such as HoloLens, the Surface family of computers and Continuum enabled phones running on a unified platform that OEM partners can emulate. Even with the end of Lumia, Surface branded ultra-mobile PCs (3-in-1s) are expected as telephony-enabled pocketable entries to the Surface line. This strategy of providing first- and third-party hardware across virtually all areas of personal computing from personal and professional productivity to entertainment (Xbox) on a single platform is an unprecedented opportunity for developers.

A seasonal change in computing

Just as changes in the weather indicate the transition in a season, there are technological, human behavior and industry shifts that indicate a "seasonal" change in how we use technology. The increase in the prevalence of personal computing devices, the growing ubiquity of cloud computing, the highly personal and central role of smartphones and the increasing expectations for a consistent experience across devices are all indicators of a shift in personal computing.

We are moving toward a more unified personal computing paradigm and Microsoft is laying the groundwork for that by building unified platform, a family of industry-inspiring Windows 10 devices, and the developer tools needed to build apps for it all — and other platforms. Microsoft also believes that a developer's investment in Windows 10 will prepare them for what they see as this inevitable shift in personal computing.

An investment in Windows 10 may be a developer's preparation for a coming shift.

Developers who are coming to the platform likely embrace this view. They may also recognize the other solutions Microsoft is presenting in conjunction with the UWP and Windows 10 device family. With the shift toward a more unified personal computing experience, there is also a shift toward bots and messaging as a platform. Developers who have embraced the UWP may also see their investment as an entry point at the ground level of this change. They may see their app later becoming or working in concert with AI and bots that the likes of Facebook, Google, Viv, and Microsoft see as the industry's future.

When apps come to Windows, the UWP looks good

It will always be a good time for apps to come to Windows. Still, there is likely no better time for developers to get on board than right now.

Microsoft is in the early stages of trying to sell the industry on the merits of the UWP. As new apps flow into the Store, positive ripples flow across the entire ecosystem. Users, other developers and Microsoft themselves benefit from the vote of confidence each developer that brings an app to Windows. It is a public validation of Microsoft's strategy.

Now is the best time for developers to bring their apps to Windows.

When big names like Starbucks, Bank of America, Plex and others bring an app to Windows, it is an encouragement to other developers that an investment in Windows 10 is worthwhile.

Fans are also encouraged by this validation of a platform in which they've invested. It is a virtual "thumbs up" to fans and Microsoft acknowledging that a developer shares the same confidence that Windows 10 is a great platform today with even more significant promise for the future.

This is just the beginning

Microsoft is facing many challenges from negative press, a disgruntled fan base, developers pulling apps, fierce competition and fallout from their past errors. Still, the UWP, which was 20 years in the making, has only just begun its bold steps as a pioneering platform.

There have been stumbles, but the platform has been braced on the supportive shoulders of developers and fans who share Microsoft's vision of the future of personal computing. Their continued support contributes to the positive perception of the UWP.

Though 20 years in the making this is just the beginning.

As the "early adopters" of a pioneering force in a shifting industry, these developers have embraced the notion that now is the best time to bring apps to Windows 10. Though tempered by the unfortunate loss of other apps which gives the perception of one step forward and two steps back, the growing Store indicates progress is being made.

Still, there is an eager and restless portion of the fan base that shares and understands Microsoft's vision but are losing confidence in their ability and commitment to execute it. What can Microsoft do to assure fans that they hear them and encourage more developers to come to and remain on Windows? Sound off in comments and on Twitter!

If you missed part one of this two-part series or the related forum catch up below!

Jason Ward

Jason L Ward is a columnist at Windows Central. He provides unique big picture analysis of the complex world of Microsoft. Jason takes the small clues and gives you an insightful big picture perspective through storytelling that you won't find *anywhere* else. Seriously, this dude thinks outside the box. Follow him on Twitter at @JLTechWord. He's doing the "write" thing!

  • In part one we talked about apps leaving the platform and here we talked about how apps are coming to Windows. Of course because apps are leaving as well as coming to Windows progress is not as rapid as it could be, though present. What can Microsoft do to get developer's to embrace Windows? How can Nadella assure the dedicated fan base that he hears them?
  • Your articles are always on point .
  • @Thanks Cyril!
  • Word.
  • By killing Lumia,apps,band releasing new exclusive apps for ios and saying MS love customer's reality they love enterprise customer's
  • This is the perspective that needs to be fixed
  • Always a second class citizen in your own ecosystem Smh #Microsoft logic
  • lf you feel that way move on if it caries on I will
  • Don't worry plans have been made
  • I think I have an other year with my lumia then I must decide,as well the way its going I will be going as well.
  • Bye
  • Lol. Nobody is worried. Bye.
  • But if these 6 people leave there will be only the 3 of you left. I hope Microsoft gives you 3 good support.
  • No point in giving me thumbs down. Microsoft have been promising better things for such a long time now for mobiles. the way I see it I was really impressed with Lumia 920 better still on 930 my 950 XL is awesome But still no apps. cant continue to buy these handsets just because of the operating system ie (Windows) Better off with a substandard operating system but having and able to run more and better apps. Will be using my 950 Xl for another year to 18 months then if things are no better I will change.
  • Stop abandoning consumers in the Windows space. Show dedication to Windows first. Make Windows the premier platform for all things Microsoft, not the runner up. Advertise what they offer to consumers, not just enterprise in the cloud with cryptic language. That's a start to get consumers involved. Don't just try to pay developers to make apps for Windows. Help them understand how to makes apps quicker and easier. Provide more assistance for creating apps. Provide more documentation on creating Windows apps. Show a clear path of how to create Windows apps instead of multiple different ways without showing in depth how to use each. Give developers more access for making UWP apps. Be accessible to the developers when they need help and don't just shut them down as if they are too trivial to bother with. Stop sending mixed signals with UWP only to send out a confusing signal by making converters that only convert legacy programs to new style apps with all the same limitations that made them legacy. Making a Win32 converter that makes apps that only works on X86 isn't "Universal" but Microsoft wants Universal. This doesn't make sense. The more developers I have been speaking with the more I hear them becoming increasingly disheartened with Microsoft. A few good apps have come to Windows 10 but just as many big ones threw in the towel without Microsoft showing concern. They remain silent. Builds come out rapidly with barely a change and almost no improvement in reliability. One big thing. Reach for what you can make rock solid stable instead of the latest bleeding edge tech that works so poorly it doesn't work and doesn't sell so it get canned. For example, it would be great if "Hey Cortana" actually worked reliably on any of my devices. Act like a company hungry to make it's way instead of a company with no clear direction that thinks it's still top dog. Dona might be a nice person but she doesn't address real problems people report. She isn't the only one at MS doing this. It's almost as if it s the company culture. They should be more open and more collaborative.
  • I'm really starting to lose faith in Microsoft. I'm done with the promises show me the results
  • The Pro 4 and Surface Book to me were good examples but they need to show more across the board.
  • I got SP4 - the hardware is amazing, the OS needs SOOO MUCH WORK! Bugs all around!
  • Yep Posted via the Windows Central App for Android
  • Great points. An example being what just transpired the other day with the news that iOS and Android users would get new functionality with Outlook Calandar from the Sunrise Calandar app. This has been going on non-stop to the point where I don't accept a word that comes out of MS mouth I only go by their actions. They just cannot be trusted to tell the honest truth. Sad.  
  • Could it be the case that iOS and Android are the Guinea pigs for the buggy new features before they release the feature in It's rock solid form to the MS fans? After all, there is a lot of MS fans moaning about sw being released too early that It's buggy... #justfoodforthought
  • Nobody cares if w10m is riddled with bugs. But if ms releases buggy apps on ios n android they ll lose the customers on those platform. i.e. about 99% of mobile users.
  • Good points
  • Well said cr_buck!!
  • I think another problem is the lack of confidence one has as a consumer of MS products. There has been significant slash and burn on products. W10M is struggling, Band appears to be dead, Surface RT devices abandoned. Surface pro is the only bit of hardware succeeding for multiple generations. Why would I want to buy any MS product when a leadership change may result in it falling into the wasteland? When MS drops a product, its as though it never existed.
  • I have a surface 2 that I use as a picture frame. I could get like $50 (if I'm lucky) on a trade in. I have a nice pc, so if I get a tablet anytime soon it will be an ipad.
  • I have an Air 2, and I'm enjoying it quite a bit. It loads WC articles better than my Surface 3 did, but I think that is because they use video adds here and that grinds these low watt SOCs to their knees. I use my iPad everyday and charge it maybe twice a week. The battery seemingly lasts forever, and it loses almost no power on standby. It does what I need it to do.
  • My iPad have never lasted more than 1 1/2 before they slowed to a crawl even after a factory reset. I still have a Surface Pro 1 that works great except the battery and a launch day Surface Pro 3 that is doing much better than any iPad I've owned. Even my iPhone 6 is lagging now.
  • Thank you, its always easy for people that switch to praise the change. But they ignore the complaints people on other platforms have also. I work at a company where the iPhone is the company phone. And while 90% there are light users that are fine with it those phone suffer from their issues also. People not being able to answer their iPhone 4S because the touch on the screen is not working to heavy battery drains for some. And thats not bashing, just stating that the green grass at the neighbours doesnt stay green when you moved.
  • The iPhone 4S is from 2011. I would expect some general issues with a 5 year old design. I do agree though, all platforms will have their problems. 
  • Really? An iPad? Upgrade to a surface pro 4 mate!!
  • I got the Air 2 for $300. I doubt I'd ever find a SP4 (in good condition) for that. I like Surface Pro, but it's too expensive for my basic needs these days. 
  • iPad Air 2 is older and lower spec so of course it would be cheaper. You could get close with a SP3 and have more functionality.
  • Amen
  • "Act like a company hungry to make it's way instead of a company with no clear direction that thinks it's still top dog."
    This is that always gets me to thinking why Microsoft acts the way they acts to the market. The company as far as I know never was threatened that they will get bankrupt or getting dissolved to smaller seperate company (educate me if they where actually in the brink of Microsoft getting bankrupt or something before). Apple in comparion is nearly on its deathbed before, only Microsoft did actually saved them. Google though so far isn''t being threatend to begone, but their business mostly relying on advertising only makes them bit more vurnable in case that their only big cash cow is threatened. Microsoft remained their status-quo and the business is well secured, which is a good thing for a company, but that also have a bad after effect also. Thing is, Microsoft have several sources of profit and revenue that will keep the company existing in any shape or form. Though loosing Windows nor Office would hurt tremendously, but that would likely keep them afloat anyways on enterprise especially on the cloud, they will just loose to consumer space. My point is, because of that MS thinks they're not invincible and they just keep reacting enough to stay on the market, while the passion to actually inspire and make the people love them isn't relevant for them. They just want to secure a certain market and be done with it rerdless of perception they will get. They know people will still use their things in any shape or form.
    "It's almost as if it s the company culture. They should be more open and more collaborative."
    Actually it seems they became bit more open and collaborative these recent years, but there is still the old MS left lurking around affecting decisions to what they do and the way they think. IMO, it seems MS have this culture to just release something fancy and nerdy, then rush it to the market regardless of polish. Aesthetics and design polish is also left at their low-priority and they don't care if the software looks and feels like crap or not, and they keep not everything consistent across to their products. Oddly though, their hardware such as Surface, Microsoft peripherals, and Xbox shows the industrial designers prowness that can be proud of (that can compete or beat Apple without much sweat, except for Lumia x50 series). Their software is unfortunately sometimes makes the designers and people with attention-to-detail bleed on how unpolish they can be when released. And I'm not even talking about the quality of software sometimes.
  • I remember a time Microsoft used to make joysticks, then they stopped making them. More recently there have been other cancelations, Windows RT, upgrade of older Lumia, cancellation of most of the phones and now no word yet on Microsoft Band.   I've been a Microsoft fan for years, going to developer conferences all the way back to when I was 14 years old.  However I'm thinking maybe I'm a slow learner.  I love my windows phones and band, but I'm convinced that both are dead.  How can the best platforms be killed off?  How can the best and most accurate fitness tracker be cancelled?  I'm guessing stock price and bottom line have something to do with it.  If you’re familiar with growth matrix, you can't always have cash cows or stars, you sometimes have to have a project that is a problem child that grows up to be a star...  I love triathlons and I find time to train,  I’ve been waiting for a band 3 that is water proof so I can use a band for all three activities.  Now I’m thinking I’ll go out and buy a Garmin.   If anyone at Microsoft reads this, I’d love to test the band.  But I would just like someone to confirm that this product is dead.     
  • Developers interested in stable platform with growing consumers. MS experiments with their users as Guinea pig even i think they didn't look at their own **** before releasing. MS need a cause to kill devices and future support. Remember the 5 years old android store still updates apps and new apps its because of not so many buggy os updates but stability.
  • The 2.1 to 2.2 update left a lot of users on Android in the cold also, its when I decided to leave Android. I bought a phone back than with 1.6 with a short term promise to get 2.1 and than 2.2. got relased. It never reached my phone and never would due to the hardware acceleration support in it. Soon all apps got updated with this new support and the Android store drained with apps compatible with my phone. The apps got updated but not working any more.
    ​That phone was 3 months old when it became a useless brick (Sony Experia mini). So do not claim those breaking points do not happen at Android. New Android versions have killed devices like that also. And Jason clearly explaines very well how this transition to the Windows 10 platform is not another step in between like the phone 7 and 8 were. This is the goal. And we are there now for a short year. Its no longer a promise of things to come, but its the reality. So we do not expect devices left behind or store rebuilds killing older apps etc. Now we are were we needed to go.
  • most people don't use the same apps on all their devices and developers know it. we all know it my pc have apps but I don't use same apps on my surface and they are not available for my 950. the apps I would want on my mobile are not available for me. but i definitely would not want them on my pc nor surface.
  • I don't think that's true. I bet you use apps like Facebook, twitter, slack, Netflix, skype, etc on all your devices!
  • Man action center with the same app is so awesome. Client for hangouts (googlechat), skype, text message, twitterings... Game notifications.... Mail.... Click on it on my s3 or sp3 or 950xl, it doesn't matter, it all launches or does reply actions. WhatsApp needs to go uwp asap. So it doesn't matter where your device is as long as you have a w10 device in front of you and feels familiar... It's really so awesome You just haven't really tried it. Am I more productive? I dunno, probably not cause for sure I'm way more social lol Edit: Oh yea I need to add on my msband2.... If I miss stuff on my w10 devices then the band has my back too.
  • I want him to use  a lumia 950xl as his main phone until the next high end microsoft branded phone comes out. Want him to suffer as we have to show his commitment.
  • There's no excuse that he doesn't. Then maybe he'd actually get what most of us users are saying.
  • My 950xl is running great. I do understand that some people's devices don't run that well though... I wonder what the percentage is for fine v faulty... Maybe WC could run a poll?
  • my 950 is running awesome also. i think the 950/XL are best windows phones ever released, there are some talk about build quality, you can get mozo or another cover/case if need be,not all back covers creak.
  • Satya Nadella may hear the fan base, but this is of a minor importance. Microsoft executes their plan, that's really it.
    And they do not openly communicate their strategy in every detail
    because this would just keep them from executing it and keep them busy justifying and explaining it.
      The fan base is kept alive with the insider program,
    it is Dona who does the job of listening, really. Microsoft is just digesting sunken cost of around $10 billion or so,
    they are busy with other things than pleasing some holdouts who represent 0,0x percent of market share. The majority of Windows Phone users are WP users
    not because they are completely convinced by the concept of WP
    or want to against the grain, 
    but because they needed a cheap phone which just does a good a good job, does not confuse them too much and is easy enough to handle. Microsoft just does give a sneeze about the WP market share and the people who do represent it.
    They are executing their plan without distraction, knowing that distraction which would be the consequence of do giving a sneeze for a minute number of potential customers a repeat buyers. That way they get things done.
    Get completely rid of the bad parts of the Nokia and Lumia history, set up the new, sustainable business model. Let the press write what the want, let them speculate - just kindly ignore them.
    Responding only would increase the bad rap and generate even more confusion. Xiaomi will take over the role of Nokia as a provider of well made handsets,
    Microsoft themselves will focus on creating "category defining" devices 
    that will serve as blue prints for others in the industry to copy. They'll just pay Xiaomi to get products out on the market regardless.
    I mean MS has burned $10 billion with little or even a disasterous effect 
    - they easily could pay Xiaomi a billion just to supply the market with good handsets
    or subsidize every handset sold. By every measure, this is cheaper than continuing with Nokia. This year, just in time for the X-MAS season,
    Xiaomi (and maybe others) will introduce respectable WP handsets
    that will replace the Lumias. Microsoft will introduce their "Surface Companion" loaded with the latest cutting edge technology
    (like a huge amount of 3D NAND and a bit of X-Point memory plus sensors etc.) whenever the technology is available for volume production. Which is expected for Q2/Q3 2017.  That's the "big plan". Mind you, why should MS worry about silly articles by MSpoweruser et al
    who do not have a concept of what strategy is all about
    but prefer to indulge in Yellow Press "journalism" by design to make their living.
    There always is a big enough audience for that kind of style.
      Fact is, there are no real news about Windows Phone
    until there will be formal, official news regarding Windows Phone from Microsoft
    that do not leave to much room for interpretations and wild speculations. Microsoft has a long breath and they just execute their plan respectively strategy. Let's watch how Microsoft executes on their strategy.
    It will be a good source of information and insights for future case studies.    
  • so you join dreamy Jason
  • Thanks Fred. You speak truth. Let the whiners continue whining. Even though WM10 is Microsoft's platform, it still constitutes less than 0.3% of global market share. The question is if anyone of us were running Microsoft would you prioritize this 0.3% of users over the 99.7%? We all know the overwhelming answer. Guys lets just stop expecting equal attention with ios and Android, it just doesn't maybe any business sense. If you can't take it then move on. You are likely to get better Microsoft services on those platforms. Not that that's what I want, but the constant whining is getting depressing.
  • When Android was being build they got little attention. While you are working on the future the present is not important. At some point Android grabbed peoples attention and it became the present. Did they know while they were building it, no. Did the early tech guys that saw its potential feel loved, no.
    ​The tables have turned its up to us to believe, see the potential and be part of this potential future. If it takes of some day we get the bragging rights. If it does not we are like the BetaMax fans, telling the people in that other future that there was this company called MS that made Windows in the past that was really a good OS and that it is a shame it failed.
    ​All the non believer must really believe that Windows will be dead in the future, because if it survives and wins, than there will be phones running it.
  • Satya Nadella may hear the fan base, but this is of a minor importance. Microsoft executes their plan, that's really it.
    And they do not openly communicate their strategy in every detail
    because this would just keep them from executing it and keep them busy justifying and explaining it.
      The fan base is kept alive with the insider program,
    it is Dona who does the job of listening, really. Microsoft is just digesting sunken cost of around $10 billion or so,
    they are busy with other things than pleasing some holdouts who represent 0,0x percent of market share. The majority of Windows Phone users are WP users
    not because they are completely convinced by the concept of WP
    or want to go against the grain, 
    but because they needed a cheap phone which just does a good a good job,
    does not confuse them too much and is easy enough to handle. Microsoft just does not give a sneeze about the WP market share and the people who do represent it.
    They are executing their plan without distraction,
    knowing that distraction which would be the consequence of do giving a sneeze for a minute number of potential customers a repeat buyers. That way they get things done.
    Get completely rid of the bad parts of the Nokia and Lumia history,
    set up the new, sustainable business model. Let the press write what the want, let them speculate - just kindly ignore them.
    Responding only would increase the bad rap and generate even more confusion. Xiaomi will take over the role of Nokia as a provider of well made handsets,
    Microsoft themselves will focus on creating "category defining" devices 
    that will serve as blue prints for others in the industry to copy. They'll just pay Xiaomi if they needed to in order to get products out on the market regardless.
    I mean MS has burned $10 billion with little or even a disasterous effect 
    - they easily could pay Xiaomi a billion just to supply the market with good handsets
    or subsidize every handset sold. By every measure, this is cheaper than continuing with Nokia. This year, just in time for the X-MAS season,
    Xiaomi (and maybe others) will introduce respectable WP handsets
    that will replace the Lumia-line. Microsoft will introduce their "Surface Companion" loaded with the latest cutting edge technology
    (like a huge amount of 3D NAND and a bit of X-Point memory plus sensors etc.)
    whenever the technology is available for volume production. Which is expected for Q2/Q3 2017.  That's the "big plan". Mind you, why should MS worry about silly articles by MSpoweruser et al
    who do not have a concept of what strategy is all about
    but prefer to indulge in Yellow Press "journalism" by design to make their living.
    There always is a big enough audience for that kind of style.
      Fact is, there are no real news about Windows Phone
    until there will be formal, official news regarding Windows Phone from Microsoft
    that do not leave to much room for interpretation and wild speculations. Microsoft has a long breath and they just execute their plan respectively strategy. Let's watch how Microsoft executes on their strategy.
    It will be a good source of information and insights for future case studies.    
  • I think you're an internal? :P GREAT comment though!  
  • Wow. :golfclap:  
  • I disagree with how you portray Nokia Lumia line hardware and design. The acquisition was essential for msft to survive the mobile division and Nokia did everything it can do to keep its design a contender for Android (Samsung, HTC...) and iPhones. The fault was with msft, the OS was not close to ready then as it is today. Nokia had so many things that could've changed the industry: camera technology, touch, etc. Msft clearly failed to utilise and embrace the vision of Nokia (for how good it was). The phone division was bought to just pass the time being.
  • Yes, that is what I think. With all the talk here about the Lumia line has failed... Lumia did not fail. It is Microsoft who failed!
  • I don't know if I agree or not but do you remember when Nokia was launching Lumias? If yes, do you remeber if Lumias had been praised and made a potential to the market? I remember people around me whining about Lumias and Windows Phone (7, 8, 8.1). So, this image hadn't "caught" the public eye. But I agree that Microsoft failed at some point because it was slow with updates and new features.
  • Oh Jason, it's you! I was about to say there is no way someone read and commented that fast! Now let me see what you wrote lol. One of my fav writer's by the way. Your editorials are well researched, well thought out and well presented. Thanks for providing great content.
  • Why thank you Mister Burns!:-) I very much appreciate that kind sir!:-)
  • Loving this series 'coming and going' Jason. Keep it up!    On answering your questions- how do they bring developers? Market share. At this point I'm not sure how anymore, but if you increase the market share devs will come. Or somehow make it financial welcoming for devs to join. On what can nutella do, must admit I'm not his biggest fan. First of all not to screw consumers: say all phones upgradeable to WM10 then not, offering good Microsoft services to other platforms, offering enhancements to those platform before wm10 gets them, offering half baked or buggy OS amongst others.  
  • @imo786 Thanks! Difficult questions indeed. Thanks for tour input. :-)
  • I think the best way to get a wee bit market share back is to get the surface phone released pronto! People like the surface brand. If it's anything like the surface pros, then OEMs will start to imitate and mass produce different variants.
  • This has been my hope since the first rumour of the Surface Phone in development began to surface.
  • their marketing teams sucks, they could've bundled the Lumia 950/XL with XBox One S consoles, to get it in the hands of many people, they did so in some other countries, Australia and few others, and it sold out VERY FAST, instead of killing Lumia line , just give them away bundled for great price, no way you can loose, w10m have matured from when it was first released with the 950 flagships, get it out in the hands of more people, why hope and think that Surface phone would bring in volumes like the tablet? it's already different ecosystem that many don't use, if you hope on Surface phone and we know it won't be cheap ,that's even more risky.Not everyone wants to run x86 apps on their phone, people just want a phone that works well with great features.
  • I still don't get why this would help. Yes, Surface 2in1 are a thing now, but there is a whole ecosystem with lots of programs behind. A Surface Phone with Windows 10 Mobile would still have the problem of the app gap.
  • Here's the thing, it's very difficult to make all phones achieve the compatibility with W10M. If it is possible, msft would have done it already. If it was ever made available to all the Windows phone 8 phones in the market, then that will create a negative chain reaction from the users because of the issues one can get from that. Ppl tend to complain anyway, so it's better to leave the phones to the version it has then forcing a whole new source code. After all, how many phones have come and gone in the market with Windows phone? It's very few, so msft should be prepping the ultimate Surface phone design to showcase the pros of one core Windows 10. OEMs will start to embrace the design and understand the potential of one experience in different types of devices. This will probably change what ppl think of msft mobile division.
  • You know I just realized that Band is not on any of these Universal Windows Platform diagrams.
  • That's because it doesn't run Windows (10 or any other variant), but rather is a firmware based system.
  • I was waiting for the band 3 but the news that MJF reported is disheartening
  • Don't get too worked up yet. The strongest confirmation, if you can call it that, is that the band won't run Windows 10. I felt the same way but I am withholding judgement until it is confirmed.
  • Precisely. Just because the next Band won't necessarily run Windows 10 IoT (or some other variant) does not mean that there won't be a next version of the Band. I am personally quite happy with the current lightweight OS on the Band. For me, the best added feature in Band 3 would be waterproof (i.e. so you can track swimming and any other water sport / activity). A nice addition would be NFC, while an even nicer addition would be NFC coupled with payment support.
  • I saw a comment recently that said Surface Watch and thought how great that might be. I don't see it happening but I can hope.
  • When the band 1 (actually before the band 1 considering the surprise release), I wanted Microsoft to do a smartwatch. With the refined design, I like the band 2's look. It def has a fitness look but looks (I know this term is going to be contradictory but I think you'll get it lol) modernly classic with a suit on. Because of that, for me, it filled the void of needing a classic looking wrist device to go with a dress attire like i would expect a 'surface watch' to.
  • See the Fitbit Surge.
  • Hey, now that's an idea.. "Surface Watch".... Wow! You just opened up a whole new can of worms for me to go on, and on, about. Thanks!
  • Yeah I agree cr_buck. It would be a marvelous idea. They might be working on that who knows? Microsoft has become very secretive with their newest ideas. They specifically said they were still investing in and commited to their health platform. That's not just by opening it up to third party alone IMO. Something is still in the works, maybe not ready yet.
  • I think they'll add it considering the apple watch series 2. Do you use your device more as a fitness device or smartwatch?
  • I use it for both. Probably the most valuable function to me on the band is sleep tracking and the smart alarm. Those have literally been life changing for the better. Otherwise, I use the Explore walking tracker and general Exercise tracker for fitness, and then the Mail, Messages, Calendar, Cortana and Notifications a lot. I also have a photo of my little girl that passed away recently as my wallpaper image as a priceless way to be able to see her whenever I want to.
  • I'm sorry to hear about your loss.
  • Thanks, much appreciated. It has been a really rough year, but having her on my wrist has actually helped me tremendously. Sometimes, the small features really do make a difference.
  • @Jessica I'm sorry for your loss Jessica. I appreciate your feeling comfortable enough to share such a personal life experience here with us. My prayers are with you.
  • But if they cant run windows 10 iot on their own product how can they expect others to use it
  • I'm not. I don't get too worked up over these things. I don't see how some people do lol. But you're right, I think something is going to be revealed in October
  • They are going to have to release some good things because a lot of people are getting anxiety waiting. Last year's keynote was mixed.
  • Well the reason I 'think' they are going to announce something in Oct is because I had inside info on the band 2 ending its cycle months ago so I decided to hold out
  • That's the most heartache news of all. MS success with the band it pretty good, seeing them kill a product that work only spell out bad news for any other device. I'm tired to be a mSheep, right now I wish I was iSheep. I'd less stressed about the future of the platform I use and like.
  • Lol msheep
  • Because it's not running any form of Windows 10.
  • Thats the coolest group of dorks I've ever seen, they're all great! XD
  • Lol smh
  • MS is choosing the hard way, which will pay off... I hope :)
  • I thought apps were passé, and the future was all about bots? Posted via the Windows Central App for Android
  • Context, my friend, context.
  • If we're being honest, there are currently only 2 viable platforms for UWP - Xbox and Windows 10 and thats not really enough to attract devs in numbers. We all know the fate of their mobile platform, Hololens is limited in its availability, IOT is stil in the experimental phase and Surface hub is an expensive product that wont really be a target due to its limited deployment also. So if Microsoft's vision is to be the platform where devs can reach the maximum # of users with the least amount of work they need to take UWP truly universal, and that means ios and android. Xamarin comes to mind as the avenue through which this can be achieved but the best way is for Microsoft themselves to embrace those other platforms and treat them as targets for all their UWP efforts. That to me is the way for Microsoft to open the way to making UWP the platform of the world rather than just something that occasionally produces apps for Windows and Xbox.
  • It has enough numbers to attract developers. There numbers are great for being just a year old. Please don't forget that.
    Microsoft is also a business and has to put its loins behind their ecosystem. Please don't forget that
  • Please don't forget that even if windows 10 is installed in a lot of machines there are also people that don't know how to install from store.
  • Yup a quick tutorial after windows install would be nice.
  • Why would I forget that
  • Not true at all. Many people are afraid of the Windows Store, and that's all. But if you make a kid sit down in front of a PC, or give him / her a Win10 tablet, he / she will download Minion Rush, or anything like that from the Store in no time :D Believe me, I'm speaking from experience. They see a shopping bag, and (if they're old enough to know how to read) Store written under it, they'll instantly click on it. And this is the impact of smartphones and their app stores :D
  • I don't think the issue with the store is the younger audience. That's why Microsoft made the changes they did. It's the legacy audience that's and elder generation that needs the course
  • Thats actually true for iPhone also. I know multiple people that own those phones and do not use the store.
    ​I asked them why but they just do not use it like that, so its an expensive telephone for them.
  • When I saw the article image I thought Plex was leaving. My heart stopped for a moment.
  • What is plex? O.o
  • Easy, announce surface pro, surface phone, surface book, band 3 in October. Each and every October do this with a new iteration of each product. Then market all of them as hell. Very easy. Oh and no android or ios app should be released without UWP version. Show you are serious about your products and apps will come.
  • Why did someone downvote this?!?! Like there is NO way what you said can hurt.
  • That's the Surface Phone in Nadella's pocket!  Nope, iPhone :(
  • You all should stop with this Nadella obsession :D
  • Guinness will probably sue you because that genius
  • Very true, this needs to become the standard. And the demise of Intel Atom set that back. That is a new pain for us fans. But once that ball gets rolling there is no need to not believe in regular updates on teh Surface products.
    ​And I agree with you on the apps. Its good to bring experiments to other platforms and make sure you are omnipresent. But that includes UAP. Even apps for business platforms like SharePoint lack on UAP while they are on iOS. That needs to change. Show us the same apps in UAP as you launch for other platforms and the fans will feel lioved again.  
  • I upvoted it, but it went negative. I agree with your post 100%
  • If the heads of the company blatantly told everyone why they seem to move so much slower than other companies on consumer-facing projects, that would ease the industry's gripe with Microsoft. One of Microsoft's biggest issues is it presents itself ALL consumer or ALL business when both needs to be tend to. Now Microsoft is in a 'business' period, which doesn't help to assure developers, and consumers for that matter, that their commitment to their consumer-aimed project will be supported. The reason I'm harping on consumer is because businesses already have their products for the most part and they aren't complaining. It's the consumer side that causes the ruckus. (again, for the most part)
  • If uwp is so great why MS releasing exclusive apps for ios and android...if bridges are so great why MS are not porting their exclusive apps to windows..why ms buying apps then implementing those features into their services then updating their apps on ios and android leaving windows mobile users in cold...if band is on custom kernel then why they don't try it to work on windows 10 (don't say uwp architecture doesn't compile with band size)...MS promises alot but never fulfil any..ballmer was way better than satya...he stood behind surface team apart from initial failures,he stood behind windows team instead of vista and 8 failure...satya from day 1 axed Nokia employees,axed 18000jobs, sold Nokia, axed apps like radio,refocus,cinematograph,selfie which we can use with Nokia treasure tag,lumia camera forcing users to use windows camera..axed Lumia, killed band.
  • I'm giving him one more year with this redstone 2 update where they are supposed to be doing amazing thing with phones. I just pray they mean their phones not apple's and Google's. At nexts year build all I want to see is elite x3s no Samsung,no iPhone pro I'm looking at you nadella just windows all windows.
  • Hahaha iphone pro...Well he is busy, considering how to make iPhone better and android best...i will use l950xl for yr then I will shift to iPhone or samsung don't care about surface or any other 3rd party oem devices..
  • There is no Android bridge, and iOS bridge is still in beta, so you can consider that as 'not being great', though it's not the best description.
  • At this point the iOS bridge is like the Early Access survival games
  • Does anyone have evidence that this was 20 years in the making? I don't buy it. Yes it might have taken 20 years for technology to evolve this far, but the way I see it, Microsoft had no clue it wanted to do this 20 years ago. There was just the PC basically. They had no xbox, HoloLens, and heck, they didn't even believe in smartphones. This 20 years in the making is a big propaganda story if you ask me. Apart from this propaganda I do like the direction MS is going. But if they keep failing in mobile, and if those developers don't make a mobile version of the app, the whole uwp story is useless. Apple and/or Google will take over from MS via their mobiles success. Windows 10 on desktops/tablets is not going to survive on its own.
  • Why is it hard to believe that? Plenty of companies (not just tech related) are always planning far ahead into the future. Also, I'm sure plans were adjusted as time went on as tech evolves/market changes. The other thing is, there is plenty of tech out there now that is amazing, but just not mass producable due to limitations with materials or maybe incredible costs of manufacturing something. For example, it's commonly known battery tech has not improved for a very long time in the consumer market. However, there are concepts/prototypes of batteries (e.g. graphene batteries) that can say charge to full in a minute and have a huge battery life, but due to the incredible cost of manufacturing it is not mass producable at this point so right now a lot of research is being done to try to reduce those costs. 
  • Actually 10 years ago I saw the first leaked internal powerpoint slide were the future of a windows that followed the user across devices was promised. Back than I thought: how, using virtuall os images that you stream from the cloud? But now its clear how. So yes, it has been a long time in the making. 20 years I can not confirm. but more than 10 clearly before such a ppt could leak. But no I do not have it and the old internet stuff is not easy re-located.
  • Disqus released the new beta app for windows 10 and 10 mobile.
  • No android app yet? Posted via the Windows Central App for Android
  • Good article and agree with most of these comments..... i am a hardended WP advocate but its getting frustrating of late. Starting to think if MS release a W10 launcher for Android, i will move OS's and wait for the elusive Surface Phone and see what state the platform is in then. Bit embarrassing to see MS apps work better on my colleagues/friends iPhones and Android devices.  
  • Agreed
  • Microsoft's Arrow Launcher is quite good. Posted via the Windows Central App for Android
  • Um... maybe stop burning your customers? I definately love the vision and what Microsoft is doing, but going into their ecosystem is like a maze. You can go down any product line, but you just don't know how far Microsoft will lead you until you hit that dead end. For WP8 Lumia users, we were promised updates, this is why they went NT so they wouldn't have to do a whole reboot again. What did they do? essentially a reboot with W10 but not really call it that. The Band is the latest casualty. The Band 1 never even got a basic productivity update to get something like music controls, but the iPhone 4s is was supported by Apple for 4 years. Both the Lumia 900, 920, Band 1 have lost support from Microsoft, while Apple is going out there and throwing some software support for a device that essential came out the same time as the Lumia 900. It's really difficult to have faith in a product line from Microsoft because you just don't know when they'll pull the plug. Same can be said about Google, like with Google Reader, and some other services they used to offer. Apple just seems to dominate the mindshare as well as remain consistent. Microsoft won the PC era through shear numbers, but Apple heldfast still. Same can be said when it comes to Android, it's only shear numbers that really keep that platform afloat, and even then the Galaxy series has mindshare not because of the tech it packs, but mainly because if you don't want an iPhone a Galaxy is recommended instead. Apple has a formula down, and despite removing that essential headphone jack, they're still setting records. Just goes to show you how much more established they are compared to the competition.
  • A mental pain, today or tomorrow they will kill support for your brand new device. Its in MS history. Its in their vision and mission.
  • Cloud first,mobile first iOS and android first #nadella
  • True
  • Very good article. But what you forgot to mention, is that the biggest challenge UWP apps face is their biggest advantage itself. They run on every form factor. So they need to work good on all of those Windows 10 devices, no matter if it's a phone, a tablet, a laptop, a PC, an Xbox, or anything else. They need to offer different functions on different form factors. Just for example, drag and drop. It's like 99% useless on a phone or on an Xbox, given the nature of those form factors, but way more useful on tablets, and almost vital on a PC or laptop, or a Continuum Phone in some apps. Maybe this'll be the topic you'll write about in the next chapter of this series, Jason? :D
    Anyway, I still believe in UWP and the mobility of experience, and my life would be way harder without UWP apps like Deezer, OneLocker, Grover Podcast, SofaScore, Foxit Mobile PDF, TuneIn Radio, WiFi Tool or Windows Central, etc... And there are also apps, that aren't essential on every form factor, but offer such a great consistency between my devices, that I just need them too :D Like Awesome Tube, ZTwitch, Explorer for 9GAG, Baconit, Twitter, Facebook, Messenger (still waiting for Instagram to show up on PC :D ), NotepadX, Torrex, Viber, Zip and stuff like that :D
  • The main thing that Microsoft can do is to give it time.  They need to do as they did with XBox.  It started as a low market share and money losing device.  They gave it time to grow and take hold.  People started having confidence that it was going to stick around and invested in it.  They did the same thing with Surface and now it is a growing product.  They need to stop abandoning things the moment they don't go as well as they like.  Some financial loss in the short term can make them tons of money in the long term. This is especially true in the software world where projects are worked on for years.  Developers are not going to drop all the work they have been doing and rewrite everything on bleeding edge technology.  So UWP will be successful if they just keep supporting it.  Once people see that it isn't going anywhere they will start using it.  Just look at how long .NET took to become the dominant developent technology.
  • I might be wrong, but I'm pretty sure this is false: ".NET took to become the dominant developent technology" Not disagreeing with your point though
  • On that point I speak from experience.  I started with the .NET 1.0 framework coming from the C++ world.  It didn't take until the 2.0 framework until people started to take it seriously.  There was a long standing argument between the .NET people and the C++ people about the performace of an interpreted language with garbage collection vs. natively compiled code.  It wasn't until that performace hit wasn't noticable any more that .NET took over.  I think people forget that .NET came out around 2000-2001 so this was still before the web was mainstream.  Today it is dominant but that is 16 years later.
  • I agree back in the day we were making dll interop libraries for everyhting just to keep the old code we had while making cool sivlerlight apps or windows presentation foundation stuff. Silverlight never made it. But the .Net stuff itself did. Now we do not make the old x86 dll's any more so no more interops needed etc. And UWP is just the next step in logical windows presentation foundation stuff. So UWP is the future for windows application development. Even if there are no mobile users. When those apps exist, the users will come back to the mobile also. But the success of UWP is not linked to the XBox or Mobile markets. But to Windows devices existing. And since there is still no reall alternative for WIndows on the business computer or other work machine, the UWP's will be part of that future.
    ​But now, enterprise devs still need to make applications that work on windows 7 also. So yes the desktop app to UWP converter is a smart move, do not give those devs the feeling they are now "old" include them. Than they can stick around and make the UAP apps when the enterprises finish their windows 10 transitions.
  • I got an email from Microsoft today about the new  Then they spent the remainder of the email carring on about all the great special features in the most powerful platforms of iOS and Android.  Sort of a face palm on that one.
  • I got the email, I also lost lost all of my People app contact photos during the Outlook upgrade.  Thanks Microsoft!
  • Hahahaha hahahaha damn no way you're lying
  • Nope its true. I got the new Outlook today. No mention of Windows Mobile. Ha ha ha. "Thanks for connecting your device to the new Did you know that you can also use the Outlook app for iOS/Android? With the Outlook app for iOS/Android you get: A single app that can access Gmail,, and most work/school email services
    A combined email and calendar in one app
    The ability to attach and save files from Dropbox and OneDrive"
  • Sadly, favebook dont make UWP. ☹
  • We've heard all this Kool aid talk before. It won't become reality because Google isn't going to play ball and they push out popular apps that get adopted quickly. This is a losing battle, I tried to hang with it for 2 years and switching to a Nexus a month ago was breathtaking. Bought a new digital wifi camera, flawless integration with my phone. I didn't even research before I bought because I KNEW if an app existed it would be compatible. The truth is hard to hear. Even the MS apps work better, my one drive actually works now. Go figure. Posted via the Windows Central App for Android
  • THIS. Get an Android or iPhone and you guys will see. Posted via the Windows Central App for Android
  • Yep yep. Still interesting to follow how MS does with the new strategy, but I will be following from the sidelines, not from within.
  • always a nice read!
  • Nice phrase. mSheep!
  • Microsoft should not only be focusing on enterprise but on consumers also
  • It seems to me are clamouring for the short game here. "Give me sugar,' and give it to me now". Now that's all well and good but we know that sugar may be a quick hit, but it's not good at sustaining you. You can't survive for long on sugar. Microsoft could give you a tonne of apps tomorrow, but, they'd probably be buggy and they might not look or work as smoothly as you'd want. But, "what the Hell! We'd be happy wouldn't we?", and I think the answer would be "Yes, yes you would" for a very short time, and then you'd start to really notice the cracks and be asking Microsoft to create and update etc. But Microsoft wouldn't be able to do that so much, as they had diverted a lot of funds to give you your little taste of sugar. Having listened, in the past couple of days to several of the Windows Central podcasts, I think I'm beginning to understand the strategy here. In order to be the company that we've loved, in order to innovate even more, Microsoft have to maintain their finances, have to keep the spondulicks coming in, doing this, and they are doing it where it counts in Azure and Office 365 they can gain enough finance to really push the boundaries. I'm a software/web developer and both Office and Azure thrill me, they make me wonder what I can do that will utilise both of those platforms and they thrill my employers too who are now looking to move our business totally into the spheres. So that's more money for Microsoft and more money for them to innovate with. Innovations such as Continuum, which saved my bacon yesterday when my laptop died 5 mins into a presentation on SharePoint. Five minutes later, having plugged my Lumia 950 into a continuum dock and the dock into a 70 inch monitor. I was able to complete my presentation and spend the rest of the day Building some SharePoint sites and remoting to a virtual machine on Azure. All on a phone... A PHONE. I totally get all the frustration, the anger but I like to think that i can see the long picture here. Keep Microsoft relevant, grow revenue so that they can turn a maligned company (let's face it, they didn't have a good image for a good long while), into one that you want to know about and want to buy from, and be creative. Now they could have done the creative thing in private, only releasing it to the public when ready. They could've created the Fairy mist that Apple use to tantalise you, finally releasing their mystical devices to a waiting world and telling you that "this is what you want", or they could do what they appear to be doing which is say. "come along on a journey with us, help us create what it is that you want". I think this way is the best, sure they make and have made missteps along the way, but they've not hidden these and they've invited you along for the ride. I must confess that I, as much as anyone have spent a good proportion of my Windows Mobile owning life cursing Microsoft and the lack of improvement in the platform, but now, I'm starting to see the light. I think we're nearly there and soon we'll see interesting stuff coming to Windows Mobile. Don't clamour for Sugar now, go for the slow burn healthy option and gang in there... Will that's my Two Pennies worth as we like to say over here in Britland
  • Whether people agree or disagree with you, I think it can't be denied that Microsoft is playing the long term game
  • well spoken.
    ​Knowing what we know now I am happy they did not waste lots of resources on the Windows 8(.1) apps. Because they would have been lost to the UAP. People think a company as MS can turn all there apps into UAP apps overnight. Like if you just add more money it will be done. But you still need quality developers for that. Those resources are also for MS a limited one. Even if they have a lot of them they can only work on limited apps at the same time.
    ​If they would have announced this, "He we are going to make this great future stuff and it will be done in 5 years, so use your windows mobile 6.5 device for 5 years and than we will have something great", well I do not have to explain what would have happened. But maybe it would have been the more honest one. They tried very hard to make this transition work, and yes that failed. But now its done. Now we can work forward again.  
  • Do you know what Microsoft can do? They could start by advertising their non-Windows OS\Xbox products for once.
  • It's all about the P & L report. It's about increasing share value for the owners of MS... the shareholders. MS is too far behind in the consumer space to commit billions and billions of dollars MORE in consumer devices when the results are very unclear. MS made a gigantic mistake acquiring a very bloated and bureaucratic Nokia. I laugh when I read insults aimed at Satya Natella. He did not buy Nokia. It was Ballmer. At the very least you arrange a licensing agreement with Nokia so they provide their technologies, architecture, styling and know-how for Windows phones. MS was heavily criticized on Wall Street for buying Nokia. The acquisition did not make sense. You don't buy a super bloated company like Nokia with an army of employees when chances of a return for investment are very uncertain. MS itself was/is bloated. Too many bosses. Too many decision makers. This purchase was as bad as General Electric buying NBC. Now GE has returned to its roots: CREATING and INNOVATING. Anyways, I don't fault MS for little by little getting out of the consumer side- not abandoning the consumer side- but shrinking it down and reducing costly expenses for devices that have become commodities. It's ALL about PROFIT$.
  • This one core one bla bla is so beautiful on paper we are yet to see solid UWP apps and sTable/ full featured OS like android stop the talk and give us something that we can experience
  • But we can experience it. Not fully, but you can get an idea of what it will be like with Continuum
  • I just installed my SpotiCast to my Xbox One, While Spotify clearly stated that due to their deal with Sony they would not come. Thanks to the UAP SpotiCast is now available to me on all my Windows devices, including my XBox One. So we can experience it in full. And that I could use Plex from my phone in full size mode on my streaming stick is another fine example.
  • Office Mobile is a prime example of solid UWP apps.
    ​WIndows 10 is full featured, there is nothing a windows 10 device can not do that the others can do. (please do not point out minor differences, you claim the OS level, not the app gap please)
  • The "App gap" is the major part lol
  • Problem is: they won't come. Posted via the Windows Central App for Android
  • Why should developers come to ms, how many phones are there for the average consumer, I went to an att store to upgrade all they had was the 950, I tried to talk ty o the sales clerk about windows phones and she told me she hadn't sold a windows phone in two years, that should tell MS something, I'm on the verge of giving up on ms, I have a 1020 with w10 on I it and it's nothing but trouble
  • I just really hope this plan works. We've been hearing it since the Bill Gates era. Microsoft has a very unique opportunity here. They are the only company doing something like this. As the tools get built out, I'm excited to see new apps come to the Windows platform. In the meantime, Microsoft needs to become more vocal about their current situation. Bring back some of the evangelists that got us pumped in the early days of Windows Phone. Where is Ben the PC Guy? What about Joe Belfiore, now that he's back? These guys need to get out there just like Gabe and Donna have done for the insider program. Sometimes a company needs some cheerleaders to encourage their loyal during transitional times.
  • Good article as always Jason. Food for thought.
  • YESTERDAY ! Posted via the Windows Central App for Android
  • I like your positive attitude Jason, but I wonder if it isn't just wishful thinking.
  • Love the windows platform, we gonna be here and make windows better, and maybe #1 one day
  • Useless article. Satya hates everything related to the consumer market. Apps won't come because the mobile OS is a mediocre fail, full of bugs and low marketshare. Satya does not care about the mobile OS and from here the total lack of quality testing. Until MS realizes that the consumer market is as important as the business one, nothing will change.
  • what i really don't get is why kill the Lumia line, like what many tech sites are reporting? WHY? Why not bundle Lumia 950/XL with Xbox One S consoles, get the devices out so people can use.Many tech site are talking about bad quality of phone and creaky sound, not all the phones have such issues with creaky sound, people are so hard to please these days, compare specs of 950/XL to any other Windows Phone flagship, they are both two great flagship products indeed, the only thing that slowed up sales more than anything else was the w10m os wasn't finished, now with AU update out it's much more polished, get the devices out, why kill the damn Lumia line and hold out on Surface Phone whenever that may be, not everyone wants to run x86 apps on their phone, it will be welcomed but not all users will want it, surely ios and android users don't have such functionality and they have such market share. the simplicity but powerful features that the ecosystem of windows 10 bring is great, STOP releasing damn apps for other platforms BEFORE YOUR OWN PLATFORM MICROSOFT,it's ludacris , how can you say to get best windows experience would be on our ecosystem and always releasing for other platforms first,does msft garage have any apps that are on w10m? I just think it's crazy to kill Lumia line, not everyone will be able to purchase Surface phone, we know surface line of products are premium and they also have premium price, keep 950/XLs for the lumia line, introduce surface phone whenever time is right, but not hurry it out now and anytime soon and have all time low surface phone sales.950/XL were built for the fans yes , but many others have purchased and love the phone, i've convinced over 58 persons to use Lumia line of phones, over 25 upgraded to 950/XL and are loving it.
  • As a windows developer i has to disagree with the fact that "now it is the best time to be a windows developer". There are no companies offering job as windows developer. I am studying Android development in order to avoid to end up without a job if my current company decide to cut windows phone development. BTW develop on android sucks compared to windows.
  • Well I do hope things start looking up for you!  Doesn't hurt to have other options in your back pocket anyhow!
  • What if there is an Win32,etc., that need more processing power than the device that is using to display or project the results through the app that is loaded on the device in which case will Microsoft support the necessary processing for this type of scenerio?
  • Advertisement is the answer. Ads on TV and everywhere telling people that there is a Store on their PC's. So, developers will feel like publishing their apps for Windows.
  • I cannot help but feel this article was ill-timed with the latest rumors circulating. Possibly no band 3 ever, the Lumia line ending, production of 950's stopping, a mythical surface phone now pushed back to late 2017 or even early 2018, if it ever comes at all! Anyway, I suppose this article may have been informative to those that haven't been following Microsoft for 1.5-2 years (that image that was used twice in the article is partially from 2014 isn't it?). Although independent developers (like me) may be excited about UWP, many larger developers are not simply due to the economics. desktop users don't buy apps on the store, and the phone numbers are dwindling. All of this to say that, like the author, I love the vision and potential of UWP, but the execution of creating the ecosystem sucks.
  • Hi @sudokode, though I had this piece planned before the latest circulation of information, "some of which we were aware of and even reported on months ago", I would contend that this is a very well timed article! The usual negativity that surrounds Microsoft news is flowing from sites all over the web. Nothing has really changed in the big picture however. Lumia was long ago reported to be coming to an end, Band never ran Windows 10 so even without it the UWPs established strategy is unaffected by a possible cessation of the Band(though disappointing it would be) As I've written earlier, there are other OEMs, 14, that are currently onboard, and MS is working on a Surface device that will likely be positioned as a PC along with the other Surfaces, but will have telephony. Yeah a "phone." :-) If we step back a moment, we will see that the UWP is largely unaffected by the recent "news" in the big picture. However, those who aren't looking at the big picture may perceive that it is, thus a piece like this is actually well timed to help bring some folks back to center, as it were. Sure the UWP has its challenges as I've acknowledged in part I of this series (with apps leaving, etc.) and in my piece "Can we still expect a best on Windows Microsoft experience?", but the reactions of many to recent "news" is not tempered by the information we've already had and the favt the UWP is still a viable, though young and challenged, strategy.