The long-term effects of Microsoft's low-end mobile push

It was a race to the bottom as Google's Android One strategy and Microsoft's low-end Lumias vied for mobile market share.

Microsoft's faithful fans watched Redmond claim and desperately grasp the 3% share they held by way of this low-end approach. A strategy that necessitated a nearly two-year absence from the high-end space.

Redmond has now entered the next phase in Nadella's long-term mobile strategy. The low-end push is ended. High-end Windows Phones, the Lumia 950/XL, are hitting the market. Redmond's mobile strategy is now deliberately focused on fans and enterprise users. Clearly the low-end push had the benefit of getting Microsoft's mobile OS and its complement of Microsoft services in as many hands as possible.

But what other effects might this low-end push have had on the Windows Phone ecosystem in the long run? Particularly since many consumers of low-end Windows Phones weren't looking for a Windows Phone when they bought into Microsoft's ecosystem. Most of these buyers were likely just looking for a phone that they could afford, and a cheap Windows Phone happened to be available.

How does this particular reality regarding the largest portion of Windows Phone users, value phone consumers, affect the loyalty of that segment? (Windows Phone fans are a small minority of Windows Phone users.) And how does Microsoft's mobile strategy address the challenges their large low-end base may present?

Patterns of loyalty

Ericson recently released their Q3 2015 mobility report. This report revealed interesting data about the switching patterns of smartphone users. As most enthusiasts and even the regular Joe know, most people are fairly loyal to their smartphone platform of choice. Anecdotal experiences with friends, family, co-workers and strangers in comment sections of blog posts bear this out. Interestingly enough, empirical data from Ericsson's Q3 2015 report corroborate our experiential knowledge.

It probably comes as no surprise that 80% of iPhone and Android users are loyal to their respective platforms when they upgrade to a new device. What may be surprising is that Ericsson's report yield's that a mere 20% of Windows Phone users were loyal to the platform when they upgraded to a new device. Ouch.

Now at first blush that information may seem shocking. Keep in mind, however, that this report is reviewing data gleaned from a period when there was no new flagship Windows Phone available to which Windows Phone users could upgrade. Also, if this information seems to conflict with the perceptions of some of you Windows Phone fans who may assert, "Most Windows Phone users I know are loyal," please keep in mind that context is key.

As tech savvy, blog reading Windows Phone fans your engagement with other Windows Phone users is likely primarily with like-minded fans in blog comment sections, forums and on social media. Thus you, like myself, are likely to hear of more Windows Phone users that do remain with the ecosystem. This unique subculture in which we exist can color our perception of the larger industry if we are not careful to step back and view the industry objectively.

Consequently, unlike iPhone and Android users the Windows Phone fan base is a tiny sub-culture of the platform rather than representative of the mainstream user base.

The devil is in the details

Let's take a closer look at Ericsson's numbers. (I promise not to bore you). Specifically speaking, 82% of Android and 73% of iPhone owners are loyal to their respective platforms. Conversely, as mentioned above only 20% of Windows Phone fans are loyal to the platform. The data show that 60% of Window Phone fans defect to Android while 15% defect to the iPhone. According to Ericcson here are the monthly switching rates between platforms.

Android users:

  • Upgrade to a new Android device 1.7%/mo.
  • 0.3% switch to iPhone
  • 0.7% switch to Windows Phone

iPhone users:

  • Upgrade to a new iPhone 1.1%/mo.
  • 0.4% switch to Android
  • No data presented for switching to Windows Phone

Windows Phone users:

  • Upgrade to a new Windows Phone 0.6 %/mo.
  • 0.4% switch to iOS
  • 1.7% switch to Android

The above numbers represent normal market conditions. Of course, Apple's yearly launches of its flagship smartphones are seemingly a cultural event on a global scale that has an undeniable effect on the market.

Consequently, in the two weeks after Apple's September iPhone launch loyalties begin to shift.

Those users loyal to Android drops from 82% to 76% while defectors to the iPhone doubles from 0.3% to 0.6%.

Individuals loyal to the iPhone jumps from 73% to 93%. Yes, iPhone users upgrading to the newest device increased to 4.5% from 1.1%. Conversely, those defecting to Android dropped from 0.4% to 0.3%

Windows Phone users have also been affected by Apple's pull. After the September launch of the new iPhone, Windows Phone users who defect to the iPhone doubles to 0.8% from 0.4%. Defectors to Android remained at 1.7% while 0.6% stayed committed to Windows Phone.

This data presents us with a sobering view of Windows Phone's position in the industry that we have likely perceived but never quantified. The numbers are a glaring testimony that the majority of Windows Phone users are not loyal to the platform. They are not fans. The question is, why?

If they pay, they stay

Microsoft's low-end hardware push lasted a couple of years and put millions of budget smartphones into the hands of consumers who likely had no pre-existing commitment to Microsoft's mobile ecosystem.

Sadly, based upon the Ericsson report, one of the expected outcomes of the low-end push, users who buy into and subsequently upgrade within the ecosystem, is highly unlikely to happen.

When looking into switching behaviors per device vendor and model series, loyalty varied significantly between low-end and high-end models (irrespective of operating system). Owners of high-end models were much more likely to select a new model in the same series from the same vendor than users of lower-end models.

Apparently a consumer's investment in higher-end hardware is an indicator that he/she will likely have a long-term commitment to the platform into which he/she has bought. This is bad news for Microsoft whose user base is comprised primarily of consumers of low-end hardware courtesy of the low-end push.

It seems that it is the consumers of low-end Windows Phones who are moving to iPhones and Android devices when they have an opportunity to upgrade.

Apple's strategy to avoid the low-end and position its smartphones as expensive high-end devices not only allows the company to reap over 90% of the industries profits, but it also ensures that the vast majority of iPhone users will remain iPhone users. Loyalty.

Low was the only way to go

So was Microsoft's low-end push a mistake? No, I don't believe so. As a temporary strategy for a "late comer", who was building a new OS around a single core, with entrenched rivals ruling the space, it was necessary.

All attempts to establish a relevant market presence with high-end Lumia's failed. Microsoft needed market visibility for its mobile OS and services. Building large numbers (though not large share) by way of the low-end was the most effective way to accomplish that goal. The industry and consumers needed to know that Microsoft had a mobile play. Redmond's cross-platform app strategy complemented this low-end strategy of building the Microsoft mobile brand.

Sadly, the inherent lack of commitment to a platform consumers of low-end phones have in conjunction with a lack of high-end Windows Phones for nearly two years, has contributed to some Windows Phone defectors.

Still despite these challenges there is a strong and vibrant Windows Phone fan base. And Microsoft's current mobile strategy looks to turn things around.

Microsoft's shrinking slice of the pie

Sometimes when I do a big clean up in my home, the process can look counter-productive. As I'm pulling things out and moving things around the situation may look worse than it did before I started. But when the process is over, the result is pretty much what I set out to accomplish.

I am committed to our first-party devices including phones. However, we need to focus our phone efforts in the near term while driving reinvention. - Nadella

Satya Nadella, Microsoft CEO and Chris Capossela, Microsoft's Chief Marketing Officer, have made clear that Microsoft's focus is primarily Windows fans and the enterprise. As such they have committed to producing two devices per year for these segments. They have also pulled out of markets that they were not succeeding in effectively retreating from the mass market. They've now retrenched intent on serving the targets mentioned above.

Gartner's Q3 2015 report is reflective of Microsoft's shift into this phase of Nadella's strategy. Microsoft's market share for the quarter was a mere 1.7%. In the same period where there was a drop in Windows Phone sales, and no high-end Windows Phone in the market, Apple, Samsung and other Android OEMs have continued their dominance of the market. Both industry-leading mobile operating systems iOS and Android have continued to grow with iOS growing 21% above market average and Android gaining 1.4 percentage points YOY.

Additionally, there was, 3.7% growth in worldwide mobile phone sales totaling nearly 478 million units. Emerging markets, a space Microsoft had found some success in also grew during this quarter. Windows Phone, due in large part to Microsoft's intentional withdrawal from areas of the market were not beneficiaries' of any of this growth.

Aiming high

As I mentioned in Microsoft is Committed to Windows Phone, Capossela is asserting the high-end segments, fans, and enterprise, are the areas upon which Microsoft is focused. This strategy makes sense when you consider the effects high-end devices have on a consumer's loyalty as mentioned above. Microsoft is trying to maintain/create Windows Phone fans.

But obviously we want to be in the phone space. We're excited about the phones we're delivering this holiday for those customer segments, but we're just going to have to work and make them huge fans, and see what comes next."-Capossela

By committing to delivering high-end devices to fans and enterprise on a regular basis, Microsoft ensures that there is an upgrade path for Windows Phone users. This may temper the defection rate of the low-end Windows Phone consumers while maintaining the commitment of the fan. As noted a user's investment in a high-end device increases the likelihood of long-term commitment to a platform.

Additionally, Microsoft is hoping that Windows 10 and the Universal Windows Platform will, in the long run, convert users to Windows Phone as those users come to love Windows 10 on PC. That will take time. For now, however, Microsoft is retrenched and focused on building its core.

Microsoft CFO Amy Hood put it this way,

"We launched a 950 and a 950 XL. They're premium products, at the premium end of the market, made for Windows fans. And we'll have a business phone, as well. It's a focused approach. I think we're not focused on what that growth will look like and should look like. We're focused on doing it in a smart way. And we're focused on the people who love our products and our experience."

Wrap up

As the Windows Phone story evolves, the chapter of the lack of high-end devices and an apparent obsession with the low-end (according to some) is ended. Redmond's current strategy is also addressing the negative effects of the low-end push.

As with all stories each turn of the page brings progress. We are still at the "conflict" stage of the tale, however, as we enter 2016 and rest our hopes on the App Bridges to bring resolution to the app gap problem. If developers choose to utilize these tools to bring popular mobile apps to Windows, the next phase of a likely phone/tablet converged device – the anticipated "Surface "Phone" will likely change the game.

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!

221 Comments
  • Thanks again for reading! I realize this piece presents some sobering information. But I felt providing this context along with some pieces that are in the works will give us a fuller picture of Microsoft's current position. This candid view in the context of Microsoft's strategy and potential growth gives us a richer perception and appreciation of Microsoft's unique challenges and the reasons for thier particular strategy.
  • Long-term? 5+ years?
  • What idiot is gonna be the first one to say "the sky isn't falling, people"... It's on the ground..
    ..
    Marketing... Marketing as well... Because, if MS managed to bring more people onboard, then there would be more room to loose people to other platforms. Not that this would be acceptable, but it wouldn't be as detrimental.... Now, with these high end devices coming so late, and being even less appealing, there isn't barely anyone left to keep onboard.. Not to mentioned that US availability sucks...
    ........
    WM is literally right back where it started in 2010.... MS better make a shit ton of high end devices, and spend billions on the best, most consistent, marketing money can buy. That's their only hope.... Until they do this, and it either fails, or works, I will always say that marketing is the root cause of all of WP/WM's problems....
  • Windows 10 Mobile is so cool, Rodney! Our community should praise it a little more, I should say. That's the best marketing!
  • I agree.. It is cool, although on the surface it's not too different than 8.1...
    ...
    But, a fraction, of a fraction of WP/WM users can't move anything... Do you guys understand that us fans are so limited in numbers we almost literally do not exists?... No, Apple, and others, do sufficient marketing, and MS should as well, or they deserve to continue to fail... Besides, why should we push a platform that MS doesn't even show they care about themselves?.. When MS starts showing pride consumers, and fans will as well.. They did it with Surface, so they have absolutely no excuse....
    .......
    The days of blind fanboism are over!
  • You see, Fidel and other 70+ people did what they did in Cuba... so let's not talk about minorities... lol! ; ) I'm talking about W10M :P. Users like me love the Windows ecosystem and won't jump ship. If we get a fraction of a fraction of those 90% PC users... That's clearly where W10M is heading. This is not blind fanboism. This is loving live tiles, the complexity of a Windows machine... I can give you aplenty other examples... I really really hate android and apple stuff. I can't explain how much.
  • You just said from my mind..
  • Dude!!! I feel that same as you do.. And, I'm thinking along those lines as well..
    Windows 10 is key to possible success in mobile, and I've never heard anyone argue that..
    ......
    This article is more about the reality, as a perspective, and truly understand the reality, and why the reality is the way it is.... All the hope, love for the platform, and dedication in the world won't change the state of the platform.... But, I do understand what you're saying, and I feel the same way.. I'm not going anywhere until I have a choice... The only difference is I'm not recommending my GF trade her iPhone for a 950XL.. I've been burned for 5 years... Actually, every one of us are clinically insane by definition. Lol.
  • Marketing is a big issue but of all the people that I know who left the platform did so for two reasons, lack of apps and lack of devices. All of them liked the platform but none of them would recommend it due to the reasons I mentioned. I like the direction of W10M and have been using WP since the beginning, but I'm not upgrading my 1020 to any new flagship devices until I see universal apps start to bring app parity, if the trend doesn't show as happening by mid next year I won't be on this platform any longer.
  • Lol.. Yes! Apps are a huge issue.....
    ....
    But, coming back full circle marketing is what creates awareness, and drives market share, in the end attracting developers, and more consumers, OEM's, and then completing the circle...... That's why I say, for the millionth time, that marketing is the root cause of all of WP/WM's problems.... Lol. It's actually quite funny..
    .... I don't believe in the chicken/egg BS phenomena.. I believe there's a direct, progressive, step by step, process to success.. Chicken and egg theory's are used by excuses makers, and losers... Lol. It's the pathetic truth..
  • THIS. Everything you said about marketing, I feel is also the culprit. As a person, who until about a week ago, was gung-ho for a Lumia 950XL, this is MS main problem with their mobile efforts. Their marketing is subpar, if that. It wasn't until I got hands on with the 950XL for an extended time, that I realized it wasn't for me. Using it I looked at my wife and said, "I can't give them $700+ for this phone." It's just for me, not worth the price of admission. Regardless, of the specs, because they match the market, its the soul almost, I'm speaking on. Currently using a Lumia 1020, that phone when released had excitment behind it. It felt exciting. The 1520 did too, as did the original 920. MS starts with a strong marketing push (well in those days) and then lets it fizzle out. Had they kept, pounding away, releasing phones, pushing specs and innovation, they wouldn't be where they are now. Regardless of the market leaders, people would have noticed, tried it out or even switched. These phones, while good, aren't what MS needs to light a spark. It definitely won't get people to take a swing at it, if it's only available on ONE carrier. For me, that was another hurdle. If TMobile would have been included to carry the phone, I'd have no qualms picking it up. But, when I need to shell out a stack of benjamins to play, then I have to sit back and think on the choice. I'm sure I'm not the only non-ATT subscriber fighting this. Either way, they need to get their marketing in the same line as their Surface line. Hopefully, this rumored phone is apart of that family, becasue MS has the ability to change the tide on any market they chose. This release right now, only on ATT and at a MS Store, is not the way to yeilding better results.
  • At least in 2010 the OS was beautiful.  Five years later, it's become or on the edge of fugly.  That's my opine.
  • It's kinda all over the place now,, when it used to have a defined agenda..
  • "Coming soon" (tm) Lol :D
  • Agreed, well said
  • What worries me about making low end devices is that it creates a decrease in respect for a company. When Mercedes Benz started making cars that would be affordable by the average Joe, the company loss some of the respect it gained through the years. When a person mentions a Bentley or a Veyron, we know what those names mean. When we now hear the name surface, we know that means high quality...that's the direction Microsoft needs to take. Stop the low end crap, and leave that to Google.
  • Bah I liked the article but I still wonder if we need all these "complicated" theories. I mean, I can't believe that Microsoft cannot produce one low end phone, one mid range phone with XL variant, one highend phone with XL variant. This is what they did in 2015, this is what they should have done in the past. This is what they should continue doing until other OEMs get into the game. This year 550 640 640XL 950 950XL Next year, if no OEM steps up: 560 660 660XL 960 960XL If they can create an intel chip for phones well that would be game changer, but if no big OEM starts making windows phones and no x86 chip is available then I don't see why they should not cover the market with ONLY 3 phones a year (with a screen and case variant  for mid and high end).
  • The claim in the article that focusing on the low end "necessitated" a nearly two year absence on anything in the high end was the first of many laughable statements. Much could and should have been done differently to maintain and expand market share beyond what they actually did. There is very good reasons for the extreme frustration from fans who have watched multiple bad decisions and neglect over the years slowly erode the prospects of what could easily have been the number two mobile platform.
  • Agreed. I don't know how effectively rereleasing a bunch of low end hardware has any effect on the lack of a flagship for nearly 2 yrs. Posted via the Windows Central App for Android
  • Agreed. I don't know how effectively rereleasing a bunch of low end hardware has any effect on the lack of a flagship for nearly 2 yrs. Just give up already if your going put in such little effort. Posted via the Windows Central App for Android
  • From different angle, anyone else notice that these 'analyses' that pin the demise of Windows Phone on Microsoft's supposed tunnel vision focus on the low-end conveniently leave out any mention of the ho hum mid-range models that Microsoft also introduced during the past two years? 
  • @luxnws lol...thwnks for the input but this article is definitely not a demise of Windows Phone article.:-) It's actually just an analysis of the particular effects of one aspect of Microsoft's mobile strategy as the title indicates- the long-term effects of the low-end strategy. As I state in the piece I believe the strategy was necessary and had its benefits. Also by the end of the piece, under wrapping up (as well as my first comment in the comments here) I certainly don't believe that Windows Phone is dead. This was just a sobering view of specific data in relation to a particular strategy. As the conclusion of the piece allude to, the are broader aspects of MS's strategy at work that continue to support and perpetuate the platform. Thanks for the input!
  • Also, as is often forgotten (by Americans): Lumia 930 - which we had in the rest of the World. So the two year lack of a high end phone was "only" for non-Verizon customers - whom I understand had a terrible experience, so let's just say that the US was completely without a flagship. That still doesn't mean that Microsoft had a "low-end strategy", though. Why they never succeeded in bringing the 930 to the US (on AT&T) however, is something I'm curious about. I cannot believe that it was deliberate. The Ericsson report is Worldwide in scope, so the "lack of a flagship" argument for the (partial) lack of loyalty doesn't quite hold up, either - again given that the 930 existed in the rest of the World. One could argue though, that the lack of a flagship in the US had an indirect effect, because it meant that news outlets and blogs spoke less favorably of the Windows Phone device situation. I have read SO many blog posts and comments where people (understandably) bemoan not having a flagship - forgetting that we had them in Europe and many other places. Unfortunately, since American blogs and news outlets are highly influential outside the US, this could have had an effect on the perception of Windows Phones Worldwide. Not saying this explains everything, just saying it probably factored in somehow. I agree with Paul Winslow, that a high end as well as a high end strategy should be continued. It is not a matter of one or the other. That wasn't the problem, I think. One problem was a much too broad portfolio of devices. Instead of having a few strong models which could gain recognition worldwide, they opted to go with (probably forced by telecoms) these silly variations specialized for each telecom. This was the old Nokia strategy all over again, which was part of what killed them in the first places. So what Microsoft is down right under Nadella, is that they have cut down significantly in the portfolio. Have a limited number of models which is much easier the get broad recognition of while being easier to distinguish between. And one (or two) of these models are "flagships" or at least "premium" as Nadella called them. As I have said before, I think going forward, we will see that Surface becomes the flagship brand (metal, exclusivity, x86 SoC) and Lumia becomes the mid-to-low end brand (plastic, low price, ARM SoC).
  • You realise the 930 was released almost two years ago, right?
  • Lol...
  • He he, well, July of last year, so 16 months... which is also when I got mine :) Btw, the rumored and cancelled McLaren was supposedly going to be the new flagship last fall - which underlnes the point that Microsoft didn't have a "low end strategy" - they had a failed "high end + low end" strategy... The flaw in my argument is that they didn't succeed in bringing out the 930 instead of he McLaren in the States, which would have been helpful. Not tide-turning, but helpful. Either way, I am guessing we will see a much different take now that Panos Panay is truly running things.
  • @Jason_Ward "Apparently a consumer's investment in higher-end hardware is an indicator that he/she will likely have a long-term commitment to the platform into which he/she has bought. This is bad news for Microsoft whose user base is comprised primarily of consumers of low-end hardware courtesy of the low-end push." What about the mid-range Windows Phones that were introduced from 2013-2015 which are not mentioned in the above analysis? To me the red flag (or red herring) in these 'analyses' is the mention of the lack of a flagship as the deciding factor in the demise - er, okay I'll play along - the decline from ~5% in 2013 to less than 2% of the market for Windows Phone. If the mid-range phones didn't attract a wider audience, why would the presence of a flagship have changed the equation? The lack of the apps that consumers wanted to use was the overarching reason for the decline. If Windows Phone users could use their low end phones in everyday situations, for their social media pursuits, their banking, their traffic reports, their payments, etc. they would be using those phones today or looking to upgrade to another Windows Phone. The reason they aren't using their low end Windows Phones or moving up to higher priced Windows Phones is because Windows Phones aren't as functional or useful as Android or iOS phones for the vast majority of mobile customers. Simple as that. Back to the hardware and flagships. Okay, Microsoft has finally released flagships. So as an analyst, how many 950/950XLs do you think Microsoft will sell this launch quarter? A million? Two? :_)
  • I don't personally think a low end push is bad. In fact I think it's good... The problem is that they should've been pushing just as many midrange, and high end phones as well...
    .......
    When you're in the position that MS is in you don't have room, or time, to put all your eggs in one basket..where MS went wrong is that they failed to hit the average consumer up from every angle.. They gotta look at marketing (product placement) from a military tactical standpoint... MS has to learn to hit up the competition by land, sea, and air... They gotta be aggressive, forceful, and relentlessness.. Sounds an awful lot like Samsung..
  • Google makes high end devices.  What MIcrosoft should do is allow the OEMs to make low end devices, which is exactly what happens with Android. There are two ways of looking at this.  Microsoft could be the only manufacturer, as Apple is with iOS, or Microsoft could focus on high end devices and allow OEMs to address the low end.  And if no OEM desires to make low end devices, then so be it.  We need several years for these low end devices to wear out for the average device running Windows Phone to be a high end device.  There may not be any low end devices for a few years, from Microsoft or OEMs.  Perfectly fine with me.  But I don't think that Windows 10 is in a position where we can completely abandon low end devices.  If Windows 10 is going to require 1 GB RAM to run well and include everything that OS has to offer devices won't be that low end anyway. We need new standards.  No new Windows 10 devices under 2 GB RAM.  No new Windows 10 devices under 32 GB of storage.  That will prevent devices under $200 entering into the marketplace.  People will accept Windows 10 phones that do not utilize Continuum.  They won't accept Windows 10 phones that are stuck in "resuming" for several seconds, like the low end Windows Phone 8.1 devices do. 
  • Not much revenue in low end. OEMs usually make low end to spread brand name and high end phones to make money and marketing. Then again they should leave low and high end to OEMs with just a ultra highend model a year from MS. But until then they have to cover all market in my opinion (not with the 10 thousand Nokia models).
  • True.. Terrific point.
  • completely agree!
  • I agree... I said this years ago... I always said MS should position WP as a luxury brand...
  • Google has their nexus p line now. Posted via the Windows Central App for Android
  • "Apple's strategy to avoid the low-end and position its smartphones as expensive high-end devices not only allows the company to reap over 90% of the industries profits, but it also ensures that the vast majority of iPhone users will remain iPhone users. Loyalty". I disagree. What ensures loyalty is the utility of the device. Apple users truly believe they get the best (based on their needs of course) when spending their money.
  • It's part of the illusion though - they've done multitudes of studies that if you give someone something and tell them it's very expensive or the best there is, their perception will change and they will invariably agree e.g. they had $5 champagne and $100 champagne, swapped the prices, and the tasters said the "expensive" champagne was the best (but it was actually the $5 bottle). Chivas Regal came to the same conclusion, so they charged a premium price for what is actually quite an average whiskey - and people lined up in droves touting that it's amazing when it's not. Similarly, iPhone users (and Apple customers in general) truly believe they are getting the best, and will ignore any evidence that indicates otherwise.
  • Ok. Who loves Apple more? Photographers, journalists, artists... Windows environment? 90% of PC users. Then Windows 10 Mobile is probably trying to get as close as it can to the needs of that universe and say: hey, look what we did. Just for you guys! They are the same system, they talk to each other best, and so on. The ammount of work is huge though, and really takes time, one can assume. I can't wait to see W10M in 1.5, 2 years from now! This is really getting interesting, IMO. And Nadella said: we are going to make this happen.
  • 100% agree. Here in the UK everywhere you look you see people walking around with iPhones in ugly 3rd party rubber cases. How do I know they are iPhones? Because they have a special hole cut out the back that shows the shiney rose gold Apple logo. They think this makes them rich or cool even though everyone else has one. Its embarrassing. The UK apple TV ad for the 6s is super patronizing to anyone that has a brain cell, yet the idiots *cough* customers still camp out here on launch night. Why? Because Apple have nailed the consumer branding and marketing. People just think iPhone is the best. The sheep mentality is real. I feel like getting a 6s just to show everyone how poop it is. Seriously, taking to social media moaning how rubbish iOS is compared to Windows/Android.
  • A well read article again! Thanks Jason!!
  • I totally disagree with your opinion that the low end focus was NOT a mistake. Having spoken with many low end customers of windows phone a found many of them believed their purchase of a windows phone was a mistake because the apps their friend were using were not available... These customers are unlikely to EVER give windows a second glance in the mobile space again... Meaning even if the "app gap" gets closed those initial customers will never know because they'll never even check. Windows phone gave itself a black eye by trying sp hard tp drive adoption when the apps just were not there... The enthusiasts know about the app gap and are willing to deal with it... They should've focused on that all along until the app gap issue is getting close to being resolved.
    Microsoft should agree to make and support all important first party apps indefinitely... They have the resources (there would only be MAYBE 100 truly importan