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Microsoft going all out courting iOS and Android developers for Windows 10

Because it doesn't just stretch to Android, either. Microsoft is courting iOS app developers, too, in fact, it already has done. Windows 10 isn't the first platform to go looking at another platforms apps. But it does look at least right now, as if it's being handled a little differently.

BlackBerry 10 is one of the more high-profile platforms to integrate an Android app solution. It allows regular Android apps to run on BlackBerry devices, installed as an APK and run using an Android runtime to push them through and make it all work. BlackBerry even went as far as to enter into a deal to have the Amazon Appstore running officially on its devices.

I dabbled with this in its early days and the experience was mixed. On the one hand, it allowed apps that just weren't available in BlackBerry World to be installed and run on BB10 devices. But in the early days it relied upon an old version of Android built in, and the user experience was pretty jarring. BlackBerry native apps behaved one way, Android apps another. The experience has improved vastly over time, but it's still Android apps running in an Android runtime inside of BlackBerry 10.

Android apps on Windows 10 won't be handled in such a way. Microsoft is making it so that Android developers can reuse their existing Java and C++ code to create a Windows 10 Universal App. The result will be a Windows app that behaves like a Windows app. It can use live tiles, Cortana and Xbox Live, for example. It'll require a little work on developers part, Google services will be substituted for Microsoft services, and all apps will integrate with the standard Windows navigation.

So, underneath, it'll be an Android app. Except it won't really be an Android app when you download it on Windows 10. The code is the same, but the end result is more tailored to the Windows 10 experience. Microsoft is giving those developers a straight forward channel to get their apps on Windows 10, with added Microsoft goodness.

And it's a similar story with Objective C, better known as iOS applications. In fact, we learned during the same presentation that this has already begun with the smash hit Candy Crush Saga. Released completely secretively as a recompiled version of the iPhone release, Candy Crush has received high ratings in the Windows Phone Store indicating that the experience is certainly pretty good.

Games are naturally a little different to apps. User interface isn't so much an issue for one. But, as demonstrated by Microsoft, this isn't just good for phones. An iOS game (presumably from the iPad) was shown being played in a window on the Windows 10 desktop. The beauty of the new universal platform at work.

So, what this isn't is just some lazy virtual work Microsoft has done to get these apps running in any old way on Windows 10. User experience remains a key priority, as illustrated by developers having full access to Microsoft APIs. The big play is that it's going to be such an efficient process that it would be enticing to developers to open up additional revenue and userbase using what they've already spent time and money developing.

Whether it works or not actually getting the apps over, that's a different issue. Snapchat is a prime case here. Microsoft is making it so easy to bring either its Android or iOS app to Windows 10 that you'd think they'd finally relent and do it. Right? That's still the elephant in the room. Some developers may just be happy to ignore Windows for whatever their own reasons. But, Windows 10 is an exciting proposition, and we can but hope.

So, this isn't the freak out many of us thought it could be when the rumors first surfaced. Microsoft is clearly doing everything it can to get those developers onto Windows, but not at the expense of its user experience. Now, we have to play the waiting game. How this all turns out could well play a huge part in the future of Windows 10.

Richard Devine is an Editor at Windows Central. A former Project Manager and long-term tech addict, he joined Mobile Nations in 2011 and has been found on Android Central and iMore as well as Windows Central. Currently you'll find him covering all manner of PC hardware and gaming, and you can follow him on Twitter and Instagram.

  • They have no other choice. All or nothing. Go Microsoft!
  • Let's do this!
  • @zach I'm a windows exclusive native app dev, and I still get 1k+ downloads per week, a metric that is INCREASING. This has nothing to do with and won't affect revenue, nor will it put you out of business. My app is Atmosphere/AeroRadar.
  • Hey Kevin - thank you for giving me some reassurance my friend, its appreciated.
  • Here's an idea: what if you can port YOUR app to android? Maybe the developers will be more intrested to do an app for win phone/pc/xbox and then port it to android? They are anyway working on pc when creating the app. Sorry for bad english( not my native language)
  • @johnutzjohnutz given that Android is the bigger platform it really gives little value for MS to code for wp apps to be ported to android, let alone that is more of a change that Google has to do. or to put it from dev's perspective, if the point of me writing wp app is to port to android, i might as well write android app directly. I think MS made the right move this time, I just hope companies like snapchat would stop delibrately handicapping wp
  • It wouldn't surprise me if Google and Apple aren't giving "incentive kickbacks" to some developers to intentially NOT code for Windows Phone.  Of course this is only speculation.  However, if Windows 10 really takes off (as I suspect it will) the market share for Windows 10 should far exceed that of Windows 7, 8 or Windows Phone, providing a HUGE market for developer's apps.  If they still refuse to develop for that kind of market share, then someone really should investigate why?  Perhaps "incentive kickbacks" to developers from Apple and Google could be more real than speculation.
  • That would be textbook anti-competitive behavior. I don't think they can do that at such a large scale....too many app developers to bribe.
  • Not saying ALL developers are possibly getting kick backs. Just the big apps like Snap Chat, banking apps, games, etc. We will have to see what happens with Windows 10, but if they still don't produce apps for such a large market, something is definitely askew.
  • Google is on a mission to take down MS.  I wouldn't put anything past them.  It's funny, they had that "do no evil" business philosophy, and they built themselves as being a sort of anti-Microsoft type company...and now they are more of a malicious empire than any tech company. Apple, on the other hand, hates Google more than anything, so I doubt they would discourage MS edging into Android phone sales.  I see more folks switching from Android to Windows Phone than from iPhone.  
  • I just want decent facebook Apps for the love of god!!!!!!!!!!
  • Assuming all the iOS, Android, web apps and the Win32 apps get ported over to Universal apps, the app gap issue would still be there.  Only this time, the table is turned.  :-)
  • LOL nice
  • Cry me a River Kevin. This new strategy is quite amazing and will help for sure. Great devices are needed though.
  • Cause you don't see...they are getting one app for wp, PC's, hololens, Xbox one,Surface hub, and may be band,TVs, in future..
    This was not the case 5 years ago..
  • More than 50 million isn't no users...
  • @Kevin you make a lot of valid points. People don't seem to understand that time is money. It costs a lot of time to port to W or WP and continue to support it afterwards. It's difficult to justify spending all that time and money when 1) demand is low; 2) projected income is low OR it will be a free app with no income; 3) they encounter some of the self-entitled bitches who think all apps should be free. It's a great step by MS to make that process easier, and hence cheaper... hopefully at some point it becomes so streamlined that any company would be crazy not to do it.
  • What I understand is, that the support can be no support at all. Because when you write for Windows and your app is done. You don,t have too think about Windows updates and Upgrades because your app will keep on working. You can always tweek though
  • "Support" can mean a lot of things - you need to help users with issues, fix bugs, roll out updates etc. Only a very simple app would be exempt from that. I've seen cases where an app has been working for a long time but then a new device is released causing everything to stop working. So the developer has to work out what is particular to that device and fix it. Or in the case of Windows Phone, MS will release a new API, or an entirely new platform, forcing developers to go back and rebuild all their apps (WP7 --> WP8). For the latter, a lot of that happened automatically, but it did cause some things to break. Anyway, the point is that it's not just one guys job for 1 week and then he never touches it again. If they want to keep their customers happy they need to continue working with it, which takes time and money away from other projects...
  • What you and wpkeven seem to be forgetting is that it's about "numbers" and "dollars".  Windows 10 is NOT Windows Phone 8.1 or Windows 8.1.  It is a one OS works on ALL devices.  That means "numbers."  The reason developers code for iOS and Android is "numbers."  They know there is a huge market for their app so they code for it.  Now Windows 10 will not only work on their 3% market share of Windows Phones and 17% market share of tablets, but 100% share of ALL Windows 10 devices.  Even if only 50% of all Windows devices upgrade to Windows 10, that will still equate to over 10 BILLION devices worldwide.  iOS and Android combined only equate to about 7 BILLION.  So with a NEW market share (people don't already have the iOS and Android app on Windows devices) of 7 BILLION users AND an additional 3 BILLION users on top of that, what makes you even think developers wouldn't want to code for that kind of market share?  That would be an EXTREMELY STUPID move on any developers part not to want to tap into that kind of market.  Sales would skyrocket on your app.  Think about it, in the iOS and Android market, most of the apps have already sold to most of the users.  Not too many more sales will happen for these already created apps in those markets, because people already bought them.  Whose left to purchase those apps?  Now, add the possibility of another 10 BILLIONS devices worldwide to sell you app to?  Do you really think developers would say "no, I don't like WP so I won't make that money?"  Really!?  Get real man!  They WILL develop for that kind of market no matter what.
  • And there are only 7,000,000,000(billion) people in the world.
  • And do you honestly think each person only has one device? Duh! I have 5 Windows devices myself.
  • For those with a less global perspective, the term "billion" is not universal. It has a different meaning in different countries. Much like a US "Gallon" is only 4/5ths of a "Gallon" in the rest of the World.
  • Apparently Billion is now universally recognised as 10^9, even in the UK. The "rest of the world" don't use Gallons, because we use Litres!
  • wow if every developer could see you post.... Big thumbs up for your thinking
  • I've been tweeting, facebooking and emailing tons of developers about this, but for whatever reason, they don't seem to grasp the concept of adding BILLIONS of customers to their list for potential sales.  Hopefully, a new slogan like "Microsoft is the new Apple" might get their attention.  lol
  • You really can't throw those numbers around as they're not based in reality. It's possible there are that many Windows devices in total, but not that many will run W10 and even less will actually have access to the Store to buy apps from. i.e. the corporate world will just disable the Store completely. Then there's the conventional desktop software, which means people still won't bother with the Store. On my Surface Pro 3 I haven't bought ANY apps yet, because I use it for my own work and browsing the internet - I don't need to fill it with junk, and any tools I need are already available elsewhere for free (legally). I'm not saying it's not going to be an exciting time, but I don't think it's going to be quite as explosive as you think. Windows 10 will be interesting, that's for certain. It will be good to see some real numbers when it starts rolling out to the real world.
  • The same can be said for iOS and Android.  They arent used for business and yet look at their app sales.  In time when people see what they can do on their PC, they will want to carry those tasks to their phones and tablets.  That is where the app sales will skyrocket as apps are easier to use on mobile devices as they don't require a mouse or keyboard.  However, with Windows 10 and Continum, their phones can actually operate as a pc just by plugging it to a docking station. 
  • If you want to quote more accurate figures you should be quoting the figure Microsoft themselves are giving - 1 Billion Windows 10 devices within 2-3 years. So to say "billionS" or "7 billion" or "10 billion" isn't correct.  Source: If you want to quote more accurate figures you should be quoting the figure Microsoft themselves are giving - "ONE Billion Windows 10 devices within 2-3 years". So to say "billionS" or "7 billion" or "10 billion" isn't correct.  Source:
  • Hey, "no users"?  Please do not mislead readers. BMW shares about 3% of market share in the world.  So you would say "no people" drive BMWs? And Prada, just 2.1% of market share.  If Prada's mindset is like yours, they have already closed their business. Smartphone and tablets is a VERY HUGE market.  2-3% is still a big user base. Wake up.
  • Wrong analogy, BMW and PRADA and making a lot of cash on each of their products, we are losing 12 cents per product!
  • That's ​ why BMW has Volkswagen and Skoda?... ​
  • Actually Audi Volkswagen Skoda (VAG) BMW is a separate company
  • Mmmm maybe to get more money. To monetize an app to potencially millions of people.
  • Maybe if they did make apps for the "no users" OS that maybe it would help it grow to "more users" ?
  • It's a very relevant point, and one I agree with you on. As you say, the process has never been difficult, and we already have universal apps in Windows 8.1/Windows Phone 8.1, so it's not like this is suddenly a new thing.  And, I absolutely agree that the average developer sees that a Windows device can run the browser version, so why bother, until there's some evidence that the mobile side of the userbase erupts.  As to how you make that aspect erupt...well, I'd say the evidence is pretty strong that making it "easy" to port/create apps isn't what does it. Android didn't achieve market saturation by making it easy to port apps. Blackberry certainly didn't reverse their fortunes by allowing Android apps to run on their devices. Don't get me wrong. I'm certainly happy to see their work on iOS/Android porting. I'm simply saying it's not even remotely as important as what actually is the driving force to competing in the market with native apps.  I certainly don't expect to see rational thought in the comments of a blog, but I'm a little concerned that MS' focus appears to be on a strategy that hasn't worked yet, while trying to act like it's a new one. Meanwhile, showing very little sign of actually pushing the mobile aspect of Windows (via phones, phones, phones, and AAA software experiences from their own apps, which are currently better on Android and iOS). 
  • Because, disregard the percentage, they're still millions of people use it. Guess that's still matter
  • He makes complete sense. Market share justification is a crutch for the "half empty" crowd.  The bottom like is that with minimal effort they can increase their potential user-base by millions.  It becomes an excellent cost/benefit ratio. 
  • Speaking of ignorant. He said "disregard the percentage" because 50 million users is still huge. Yes, not as big as android, but there is money to be made. Tsang Fai hit the nail on the head, BMW has low market share for their cars, yet they still matter.
  • @wpkevin... Clodders is right except that he put it in a wrong way. Lets say Android is in billion devices and with a market share of 95% and Windows Phone has only 2%(just an analogy). In that case also, there will be 2.2 million windows phone users. I am sure a good app can cover the cost and make profit with Windows phone platform. Now add the mixture of all windows devices for the app to be available with less work required, you can see that it is fruitful
  • Why are you here Kevin if you're not a supporter? You've given up or weren't a window phone user to begin with. No disrespect, but if you don't believe in the strategy, please make s suggestion
  • Well, you're kinda wrong. There is another way and I'm pretty confident it will work. 
  • But Kevin this means apps over numerous different mediums. So if you meant to make a app for Xbox because it has high market then you end up making a windows phone too. Developers have to be happy if their app can be in android, IOS and simultaneously have it on PC,tablet,Xbox,and windows phone. That sounds like $$$ to me.
  • whether you are supporter or not, you should not say "no users".  These wordings are misleading.  According to your logic, every company should close their business if the market share is <5% in 5 years.  I don't agree to this, at least for Msft, they have the resources and patience not to give up so early.  Apple also had very low market share for their Macs for over one decade.  If Apple gave up so early, their would be no iPhone & iPad today. The difference between you and Msft is, long term vision.  Period.
  • They still have low share with macs but macs matter to consumer
    And hope wp will matter in near future
  • I disagree, I have everything Windows.. Just saying.
  • That will be suicidal
  • Then do you have a better idea than what MS showed on builds today.
    Don't you think if ios/android apps porting don't work, they can make win32 apps work in wp. Dude MS us a software company and the sleeping giant woke up they will find a way..
  • Why don't you stop being negative and spreading fud if you really care that much about wp? You're comments are not constructive at all, just comes across as bitchy and destructive.
  • @wpkevin so you want emulated android apps.... That is working out for blackberry very well right? Also to run anything intensive emulated you would need alot of resources so that immediately rules out the low end, mid range when it comes to playing games with passable performance. Plus you need a separate store, which doesn't fit in with the whole universal app ethos.
  • Why would they care about iOS or Android? Because they make x amount per user. The reason any developer with half, no make that 1/10th of a brain ignores WP is because you will have fewer customers for the amount of work you do to make an app. So it wouldn't even matter if this is an old strategy, all that matters is how easy is it to convert an Android or iOS app to a Windows app, If there are 30 times more Android or iOS customers for your app than there are WP customers, you would be throwing money away if it only took 3% more effort to generate the WP version and you failed to do so. Success or failure won't be determined by if its a new or old strategy but how much effort is involved with these changes. But it does appear that it will need to be almost trivial to convert for this to work since there are so few Windows Phone users.
  • devs will care more about the desktop, not wp. desktop community are great in numbers, but they have to buy a samsung or so tablet or gadget to get android apps. android emulators run like snail in desktops and it is hard to tweak them to run better. and many desktop users, including i, are struggling to get their android apps to the desktop. if devs ported their android apps to desktop, it will be universal and mobile users will indirectly benefit.
  • You gotta think Kevin..... This isn't just WP anymore... With win10 it's universal meaning all of the above (Xbox, desktop, tablet, and phone). This means a much bigger appeal to devs since it means they not only get their apps on one device but 3-4 in a single persons life and up to 5-10 devices depending on the size of a family. More devices mean more outreach and being seen better on win10. This path is more appealing and could be better revenue, especially for paid apps/ pay to play games. Also who can forget the advertising!!??
  • Developers won't have to care about WP.  What I saw was that it will all be Windows10, one app can run on everything, pc's, tablets, and phones, no need to tweak or create seperate apps for each device. Think what you want about the phones but forget about WP current mere 3% market share, the overall OS is much much greater than that, developers would be fools to ignore the combined Windows market running on nearly 1 Billion devices. ..nail? -what coffin?
  • Snap chat proved how significant we are, they were so quick to complain to Rudy about the dollars they weren't getting from his app. Market share is an excuse for companies that dislike MS. Because W10 will have the marketshare covered then what will be the excuse? Posted via the Windows Central App for Android
  • @Ear4Muzik, well put.
  • companies already have access to all of those potential customers you're talking about, because those companies already have websites for dekstop and tablets,
    @wpkevin: You act as if the only apps developers create are for accessing the web. That's simply not true. No, there isn't a website to match every app. What about apps that help you locate your car? What about media players? What about productivity apps? Games?   iPhones also had access to websites when the first web app was created. Why do web apps exist? Because it makes it easier for a companies customers to be loyal. When there are a billion Windows 10 devices being used, then any Android developer that refuses to make an app for Windows 10 would be downright foolish, seeing as how Android is only half that many devices. Keep posting like this, wpkeven. You're only showing how short-sighted you are.
  • I used to hear the same arguements about Adobe PhotoShop and other graphic design software.  It is on Macintosh, they will never bring it over to Windows, The numbers are just not there and no one in that field would ever use it.  BLAH BLAH BLAH... That arguement did not hold up and neither did all the others, neither will yours.  IF this were just Windows phones I would say maybe the numbers are not there but this is not Android or IOS devs creating windows phone apps.  This is Android or IOS creating Universal apps.  As other people have said this will be for PCs, Notebooks, Surfaces (and other tablets), phones, Xbox ones, ETC ETC ETC. There are fortune 500 companies that are across the board dropping Apple iPADs to switch to Surface tablets (specially with the new versions coming out) since they interact with the network infrastructures better at a cheaper upfront and long term cost.  So if companies have networks, PCs and tablets that are based around the Microsoft infrastructure, it is not a stretch to see them looking at windows phones as well as they become more integrated into the envrionment.  So there are your numbers.
  • To increase ROI you either increase R or decrease I. This is doing the latter.
  • Yup.
  • I'm not sure that there's an alternative strategy that would successfully preserve the platform. I've been really down on the W10 changes until gaining a measure of perspective via build, and now I think that this is a strong move. The only move, really. Impossible to judge any shift in the needle when we're only a few hours removed from the keynote.
  • You are really ignorant. Doesnt exists WP. It's only W10. Dear dumb.
  • I'll agree with you on the WP thing.  I'll probably type that forever.  I just disagree with you about this strategy.  I think it's a sound one.
  • It's important to make people like you (wpkeviin) realize that you are infact an ignorant idiot with no idea what he's talking about, you don't sound as smart, as you think, infact, you sound quite the opposite.
  • Playing semantic games with names isn't an argument. Make your point without insults and game playing. You know EXACTLY what he's talking about when he say WP.  I, for one, am not going to type Windows 10 for mobile devices, everytime I talk about this specific category of hardware.  I'll still type can think of it as Windows on Phones if you need to play word games.
  • No, it has NOT always been easy to port an app.  Objective C and Java do not easily port.  APIs are different. Code is different.  Its a painful process.  You are not a developer if you say it was easy. This is revolutionary.  It will massively lower the cost for existing Android and iOS developers to release a Windows Phone version of an app.  Massively.  And that should help motivate some of them to release the app for the platform.  No longer is a large investment.  And the promise of 1 billion potential new customers is a big carrot. I would be very suprised if a lot of apps do not quickly appear after Windows 10 has been released.
  • How could it be a short term tactics, you really amaze me. This definitely a tactics that can still relevant even if the situation is change.
  • I think you have to have a bit more optimism, in regards to this new strategy from MS. For me, more apps (even if I haven't had any apps I'm missing since being on WP) is a win, whichever way it comes. Because the more people who may like certain hardware from MS can actually have the apps that they use, is all that matters. Now being able to cross between those apps being on anything from your cell phone to your TV, is the bigger picture. That's all up to developers and whether they actually embrace this new method of implementing their apps into Win10. However, what else would MS do? You ask why anyone should care to bring their app to Win10 and the real answer is, they do not have to care. They could very well careless. There doesn't need to be some written down justification on why any developer would want to port their app. In the end its their prerogative. Same holds true for those who do not like this strategy and scream, "Why would anyone buy a Windows phone then!?!?" Because we can. Because its your choice and your money. Why would anyone buy a car over a certain amount of money, if all your doing is going from Point A to Point B? Just get the cheapest option and be happy. But, that's not the world we live in. Everyone has their preference and even if Windows phone were flooded with Android apps, I still wouldn't pick an Android phone over an offering from Microsoft. And my answered can continually be answered with a, "But why?" comment each and every time.   There is no blueprint for which way MS should go to close this app gap. None. They tried paying developers, creating the app themselves and literally handing it to the developers. Sending teams in to work on the app with said developer, using their money, pushing a marketing campaign and more. Still what happened? We caught a few apps, some high profile ones, received ZERO updates (to some) and the rest literally got pulled out of the store. So, aside from dumping more millions of dollars at developers, what should the next strategy be? You can't keep doing the same thing, expect a new outcome and not look insane. However, this might work and then it might not work, but not trying would be their biggest failure.
  • excuse me, you are already talking to an interested developer. stop telling they are not interested. you are just the pessimistic in the group. you think these people commenting here are just noobs and ordinary users, don't you? i myself am a part of a developer team and i am now sending these articles to my teammates who working on an android and ios app. i am the windows advocate in my team and they will be happy to address my porting concerns soon. btw, from all devs i talked to, when i ask them why they don't create wp apps, they never responded "WE ARE NOT INTERESTED" they all answered "IT'S DIFFICULT TO PORT. NEEDS TO START FROM GROUND UP. EASY TO PORT TO iOS THAT'S WHY WE DO ONLY iOS APPS" their main problem is porting, not interest. who's not interested, then? it's the BUSINESSMEN. they think about profit. so they look at numbers. market. percentage. demographics. wp market is a dead giveaway, businessmen won't even glance a second time at its numbers.
  • @Christian - exactly right! I can see this as MS chiselling away the reasons against porting the apps. If the cost to do it is far below the project revenue (even if that revenue is expected to be low) then it almost becomes too good to refuse. If it takes a dev 1 week to port an app over and it can make $10,000 then he's paid for his salary for that week 4-6 times over. Of course there's ongoing support to worry about... But there's also the one-man-band developers - they don't think like businessmen at all... they are happy to spend all their time and energy building an app and throw it in a bloated market pile. If porting is simple, then they can have their app in an almost-virgin market where they could potentially make some real money.
  • Yes! Thank you!
  • I understand the difference and I see this as a long term strategy.  You are aware that those involve short-term tactics, right. First off, you're stuck int he "Market Share" way of thinking which is only useful when comparing one OS to another.  What a developer should be concerned about is 50-70 million mobile users and up to a billion total users.  I think those are the numbers that you're calling "no users".   I am certain that you're wrong.  I have engaged developers who don't have Windows Phone apps and they usually talk about budget and how they'd like to, but it doesn't make cost/benefit sense to them.  This solves that.  Microsoft has simultaneously reduced the cost and increased the benefit all putting native code on our devices so we WON'T have a crappy Bluestacks experience.  This is actually BRILLIANT and I'm confident that this move alone will attract some apps.  It won't bring Google or SnapChat or the Apple Pay Banks because they have other agendas, but some apps that my friends complain about should fall into place. I can see that you are determined to not even consider the possibilities, so I won't engage with you any further.  
  • The Apple Pay stuff is solves with Microsoft's system if they make it easy to adopt (they will).  They can create secure ways of paying in Windows through NFC but also securely from desktops, laptops, tablets, and phones.  I think that will work. We'll see about SnapChat long term. As for many of those banks, you may be surprised.  I've heard apps were pulled in expectation of putting more secure universal apps up later that could work in the Desktop.  Google apps will not come unless Google has no other choice.  A billion users may provide them with no other choice.  HoloLens may be an X factor here as well.  If that device comes in at a good pricepoint and becomes a huge hit in a new frontier, it becomes Microsoft's very own iPhone.  But those HoloLens apps are Universal. I was just thinking about this.  What if HoloLens becomes a tech sensation that dwarfs Apple's watch?  What if Xbox Music, Spotify, Pandora, etc are all on HoloLens and let people listen to music while they enjoy their holograms?  I guess iTunes on iOS is in Objective C, is it not?  Seriously, what if Microsoft has the next big thing in tech with HoloLens?  I actually can see that happening.  Could that even push Apple to cave and put iTunes out as a Universal app?  I doubt it, but a runaway success that could be the future of computing may be the one thing that does it.  
  • I think the current leadership at Google would LOSE money before putting their wares on Windows Phone! ha ha I hadn't heard that about the banks. My suspicions were raised when they pulled them within days of each other.  Even if developing for Win10, there was no current reason to pull them. There was no big security update on the other platforms.  I'm convinced that there were/are other agendas working. 
  • It's not about WP, it's about Windows overall.  It's about Xbox, phone, laptops, tablets, HoloLens, and embedded.  \   If MS reaches that Billion user goal, they create the largest digital storefront on the planet.  By making this adaptable platform, they create something unique and by allowing a fairly pain free movement of iOS and Android apps to Windows Universal, they remove financial disincentives.    Move you app over and you only participate in the upside.  There isn't a downside for you at this point.  THAT is what Microsoft just told developers.  They have pretty much eliminated the cost to bring apps to Windows.  They have pretty much eliminated the cost to go to Xbox.  They are allowing Xbox Live achievements to come to all apps - so you can get achievements for a spreadsheet if the developer likes.    This was HUGE news.  I am not a developer, but I know them.  Cleaning up Objective C is a nightmare.  Most iOS developers and Java developers from Android have to start from scratch - not anymore.  Microsoft made it so they can take an existing iOS app, add features to it for Windows, and have it done in less than a week.  Ports usually take much longer.    Microsoft did what they have been great at doing in the past.  This is their bread and butter.  They have the best software engineers on the planet and the best development tools.  They are also giving everyone reasons to develop everything for all platforms in Visual Studio.     
  • They would care because they can make money. There are paid apps with several thousand reviews. Also, more people downloaded it than the amount that reviewed it. It's simple, they would develop an app to make money. It might not be as much as they could make on ios, but money is money. With such an easy and low cost way to port it over it will be easier to overcome their investment in their app.
  • Sorry Kevin, I think you miss the point by a mile.  Windows 10 IS NOT ONLY about Windows Phone.  It is about WINDOWS.  If Microsoft is only 60% successful with their "1 billion devices(pcs, tablets, phones)" in 3 years you are talking about opening up an app to 600 million more opportunities.  Now just for the sake of this discussion how much is 3 percent of 600 million, if an app sold for 99 cents?
  • The desktop does matter.  You don't run excel or word in a browser.  Windows IS STILL the most widely used computing platform by far.  If I can write 1 app that runs on everything, it makes more sense than maintaining that same app across multiple devices.
  • And that is where you are wrong. Currently, a bank would have to issue an update for iphone, (ipad if applicable), android phone (and android tablet if applicable). With all of this they reach 500 million users. With a windows universal app, they are able to reach double that number and quick time to market by updating a single app. Granted, not all 1 billion windows devices are portable devices, but not every app is mobile oriented either.
  • So you speak for all developers huh? Why should developers care about WP? This is about Windows 10 universal apps so this is not just about WP its about Windows devices last I checked PC's, laptops, 2in1's, tablets, Xbox One are not phones
  • I guess you just can't see the whole picture.
  • Definitely not. You're deluded, man. Move on.
  • He's made up his mind and will just spin and twist any information (real or imagined) to fit his script. 
  • I am beginning to see that.
  • Kevin, are you on pills or something? I couldnt help myself but engage. First, your point with even if is one click proccess, developers wont do? Serious? For "one click" you will ignore milions of user and some potential additional revenue? must be the Snapchat guy, so..... Second, do you really know what long and short means? YOUR suggestion, to do things like blackberry, is the short term strategy. This is the long term. Not the otherway arround. This expands our store, windows ecosystem, etc. Blackberry strategy only kills the store and ecosystem, and finally the os itself,in the long run. talk only nonsese....
  • do you even try using websites for apps? or you just have the fastest internet speed in the world? it's very slow to load websites than apps. i've read that your stand is to emulate android to desktop like bluestacks. yes. fine. totally a good game. but for wp? totally a disaster. even on this site you can already pinpoint users switching to android once wp allows emulation to phones. microsoft also needs to leverage their phone business. that is why they created a single os and store for windows. devs will be more interested to port apps to desktops, and since the app is universal, phones will indirectly benefit from it.