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What Microsoft's recent reorganization means for Windows (and you)

Microsoft Surface logo
Microsoft Surface logo (Image credit: Daniel Rubino / Windows Central)

Microsoft's announcement of its reorganization of the Windows team – effectively breaking up the Window Devices Group – was seen as a surprise by many. For others, the writing had been on the wall for the last few years.

While cloud and edge computing bolstered by artificial intelligence (A.I.) sound like buzzwords, many tech companies including Amazon, Facebook, and Microsoft are betting big on them.

What does former Windows chief Terry Myerson's departure say about Microsoft's faith in Windows 10 and the future of the consumer market? It's complicated.

Moving towards ambient computing

Prof. Charles Marcus, University of Copenhagen, building a quantum PC with Microsoft. Image via Qubiz.

Prof. Charles Marcus, University of Copenhagen, building a quantum PC with Microsoft. Image via Qubiz.

Microsoft's Windows 10 OS had a rough start a few years ago as the company tried to rebound from Windows 8. That cycle was a repeat of the Windows Vista to Windows 7 situation. and it demonstrates how difficult managing the Windows OS – and predicting what consumers and businesses want – can be.

Now in 2018, Windows 10 seems stable. Quarterly growth in PC users is consistent, albeit small. Bi-yearly updates are predictable, if somewhat underwhelming due to unrealistic expectations. In many ways, this is the Windows OS people have wanted for a long time.

Unfortunately, the world has changed. The cloud, ambient computing, A.I., and mobile devices now drive innovation. Quantum computing (opens in new tab) is a reality with machine learning and blockchain building the foundation for the next 30 years of computers.

How Microsoft fits into that world is the challenge its CEO Satya Nadella faces.

Today's changes, with the creation of an "Experiences & Devices" unit under Executive Vice President Rajesh Jha and the "Cloud + AI" group under Scott Guthrie, reflect that new drive towards where computing (and yes, the money) is headed for Microsoft.

This direction for Microsoft is not so new as the company has been aggressively pushing into these evolving categories for years. The difference now, according to ZDNet's Ed Bott's analysis, is that 65 percent of Microsoft's revenue comes from large corporations and government versus traditional consumers.

That "follow the money" strategy is entirely driving these changes. Today's shift of responsibilities solidifies that momentum.

The question: Does Windows drive A.I. and the intelligent edge? Or is it the other way around? Microsoft is weaving Cortana and A.I. throughout its products – including Windows – but the foundation of what we understand Windows to be is shifting. That rightly causes trepidation.

What about Surface and consumers?

The most relevant question for the Windows Central audience is what this Windows reorganization means for consumers and fans of the Surface line.

Part of the answer is how Microsoft views consumers in 2018 versus 2012. According to people at Microsoft, the divide between enterprise and consumers is not something they consciously think about when designing products. Those working in a cubicle, office, or professional firm want to use the same laptop for work as they do for home and travel. The same goes for mobile phones, and the days of carrying a BlackBerry for business and an iPhone for fun are long gone.

The same rationale is used for the recent focus on adding 4G LTE to laptops and Surface devices as I recently explained. The modern workforce is increasingly mobile, reliant on the internet (and by extension, the cloud), and it requires security. These are all areas where Microsoft can not only contribute but drive innovation.

That view is why the head of Surface – Panos Panay – gets the new title of Chief Product Officer from his previous designation as corporate VP of Devices where he will, according to Microsof, lead "our devices vision and further our product ethos across hardware and software boundaries for our first-party devices, while creating new categories and opportunities for the entire ecosystem."

For those worried that Microsoft will ditch the Surface brand, something I called crazy in the past, today's news demonstrates the company is doubling-down on hardware. Nadella told Bloomberg in 2017, "It's Alan Kay who said 'if you're serious about your software, you make your own hardware.' I think there's some truth to it."

Conversely, if Microsoft were going to dump its hardware ambitions for Windows software, today would have been a great day for to do it. You don't get many chances to reorganize a massive part of your company.

Microsoft's Joe Belfiore, Corporate Vice President of Windows 10, "…will continue leading our Windows experiences and will drive Windows innovation in partnership with the PC and device ecosystem," Microsoft said. "The future of Windows is bright as we continue to innovate across new scenarios and device form factors, and more deeply connect to our Microsoft 365 offerings."

The "new devices and form factors" should not be surprising, and Belfiore is evidently thinking about next-generation tech, as he told us in a recent interview.

Windows will adapt

Is this the end of Windows? Far from it. But this may be the end of Windows as a cornerstone of Microsoft's business, and that is a big deal.

Long term, I see Windows, the intelligent cloud, and the intelligent edge weaving together to adapt to where computing is heading. The notion that in 10 years we'll still have traditional desktop PCs and candy-bar smartphones seems antiquated. Ambient displays powered by roaming cloud profiles for Windows, holographic wearables, and devices that adapt to our needs seem more likely, even if still distant.

One of the most significant problems Microsoft has had in the past is creating technology in response to the current market. This "too late" scenario has played out numerous times, followed by "too early" and "not taken seriously." Microsoft Band, Windows Phone, and various digital services come to mind.

This time, however, Microsoft is thinking about its survival for the next 30 years, not only as another tech company, but a leader. Concepts like "the intelligent cloud and intelligent edge" feel intangible and hard to define, yet there seems little doubt that how we view computing, communication, and smart assistants is undergoing a significant shift.

A lot of what we know today as "personal computing" will be based on A.I., the cloud, and intelligence in the next few decades. Operating systems will need to not only support that structure but be built around it. If Microsoft doesn't do it, Amazon or Google will, and that leaves the future of Windows not in the hands of Microsoft. From that view, I see Windows as being the front-end to A.I., ambient, and cloud computing versus the be-all, end-all platform it is now. That's a significant shift in how we view computing.

Having the right people in charge to focus and execute on what customers – consumer and corporations – want versus just optimizing for efficiency is going to be fundamental. Whether today's decisions reflect that remains to be seen. My hunch is we'll be hearing a lot more about Microsoft's new focus at Build 2018 in May.

Daniel Rubino
Executive Editor

Daniel Rubino is the Executive Editor of Windows Central, head reviewer, podcast co-host, and analyst. He has been covering Microsoft here since 2007, back when this site was called WMExperts (and later Windows Phone Central). His interests include Windows, Microsoft Surface, laptops, next-gen computing, and arguing with people on the internet.

135 Comments
  • Nicely put Daniel. Thank you.
  • If you say so, bro.
  • What it all means is that Windows will become a subscription service like office 365. The failure to monetize Windows via the app store (entirely their own doing) means Windows is no longer a core system and it will be shifted to some kind of hybrid cloud OS. A lot of people are going to jump ship from this, MS is probably going to try and string people along for as long as it can but if you still prefer the way things are done get familiar with linux or contemplate an Apple Mac.
  • Do yourself a favor and read other perspectives other than the rah rah go Microsoft slant this site always pushes. There's a lot that is being glossed over here that gives a better overview of what these changes mean in the long run.
  • I get that big ideas and far fetching plans are good, we need to look ahead of the curve to stay relevant. But my main concern is that they will neglect "the now". It might sound petty, but the small bugs and roughness around the edges of the current Windows is actually very disturbing to me. I get that it is not that important to have nice artist art for every artist in Groove or be able to select text with hold shift + arrows via touch keyboard, but that is important to me, and I bet that is important to a few more people. To be brushed off update after update and not get those small, seemingly unimportant things is upsetting to say the least.
  • MS' roller coaster ride under Nadella would all be forgiven if something big like Andromeda (Surface Note) hit store shelves in 2018. I hope this is not just more hitting "refresh" (aka reboot) by Nadella. I'd like to see at least some of the fruits of these efforts in my lifetime! At least to this developer MS' strategy feels "so close... and yet so far..."
  • I think it's about building Windows for the future. In 20 years, any OS as we know it will be cloud-based, AI-driven. If Microsoft doesn't have that platform someone else will. That's not a good position to be in. In this regard, think of Windows as being the front-end for all this new tech.
  • I wouldn't mind them retrenching Windows if I believed them, but they do tend to tell us these porkies just before products receive an aggressive ignoring. MS kinda do the same thing over and over again. I'm not convinced they are as keen on change as we would be to see it.
  • I'm not sure about being keen on change as much as being keen on going where they are making money ;)
  • > keen on going where they are making money
    You are absolutely right... the problem is that they do not know where this place is and whether it even exists.
  • And from reading Mary Jo, sounds like making everything subscription based.....lovely.
  • They are on to creating a distributed computing platform for the masses, that's just great.
  • Good points. I'm all for building for the future, that's why I have $ in a 401k. But I have to agree with YeahRrright's sentiment too, that all this constant push to the future is leaving the here and now somewhat disappointing. They need to build for the future without alienating their base. Andromeda in 2018 would assure us that MS still cares about the folks that helped them get where they are today.
  • "In this regard, think of Windows as being the front-end for all this new tech." A 'Window' to the new tech.... for all the dumb marketing decisions coming out of Redmond, they certainly picked a great name for their OS.
  • That's a disturbing prediction to come to terms with. Personally I don't see Microsoft as working for me. Only for big business, so I stopped following most of their stuff closely a while back. I doubt OSes will be cloud only. I think Privacy Laws will catch up to technology and make it imoractical, if not impossible, for something like this to be implemented.
  • Which will be utterly retarded for technological progress.... Not every tech company has a business model such as FB.... And not everybody want or need laws to tell us how to handle there privacy rights... I'm fine on my own thank you, let me give what I want to whom I want.. I'm a big boy... The FB fiasco is of no surprise to me and I'm still fine to have an account with them.. I never considered anything on their services to be private....
  • The world doesn’t revolve around you, big boy. Regulation is definitely needed. This info economy is out of control. This will barely affect Microsoft and Apple as they do not traffic in data, and don’t have Ad based business models. They actually sell products to consumers and businesses to make their money. This business model encourages these companies to overreach. What you’re saying is cliché. Most people don’t care what you think when their kids are on these sites and being exploited because you’re incapable of using a different email service for “reasons.”
  • The new world of ‘personal computing’ will based on OS’s that run personal computing devices; phones, wearables, speakers, thermostats, etc. In other words, Android and iOS. Nadella failed to understand the new world, and famous admitted, “I did not get why the world needed the third ecosystem in phones”. He thought the new light ARM capable OS’s were just for cell phones. (doh!) "If anything, one big mistake we made in our past was to think of the PC (personal computer) as the hub for everything for all time to come. And today, of course, the high volume device is the six-inch phone. I acknowledge that. "But to think that that's what the future is for all time to come would be to make the same mistake we made in the past without even having the share position of the past. So that would be madness," Nadella said. He failed to realize that continuing the investment in the Windows on phones, was really an investment on Windows to the future. He should have extended support for Windows 7, and then doubled down on the Windows Mobile OS, even if they never caught up to Android. Why? Because those efforts would create light-weight ARM OS that could quickly migrate to future devices. Instead, he cut Windows Mobile, and now the Cortana Invoke speaker (the only home automation device for Microsoft or Cortana) is running on Linux. You can see Microsoft flailing to recover from Nadella’s utter stupidity. They are trying to create a C-Shell OS that would be perfect for phones, home-automation, etc. At the same time, they will continue a real Windows 10 for main computing, gaming, VR, etc. Nothing like wasting 4 years running in circle while your competitors jump in and dominate new markets. Even his AI plans are lost, because the small ARM based devices in the world are the eyes and ears of AI. The data those devices collect are needed to feed AI. Great algorithms will be worthless without massive piles of data on people. What they do, what they ask for, what their calendar looks like, what music do they listen to, and when do they do stuff. Only with the data from the ARM devices in our world will make AI useful. This change also mean C-Shell on ARM may be failing internally. That means Andromeda probably is in trouble. If that was going to work, why fire Myerson? Nadella obviously isn’t a “the buck stops here” kind of leader, so Terry Myerson had to be the sacrificial cow.
  • As every time! All the nonsense that Terry simply left, is plain bull***. I am 100% convinced he was "told" to leave. I have not seen such dense reorganizing anywhere else. This is a clear clue they have no idea what on earth to do next. Constant shifting of people and teams means you are desperate and have no idea HOW TO CONTINUE! And this was expected, as Nadella's total LACK of visio and obsession for cost cutting, total lack of care about quality=win10, reached the edge!
    Congrats to the whole MS board! You managed to *** things up! Enjoy your pockets while there is still some $$ coming in...
  • Down vote all you want, but it's the end of March and you can't pre-order that GLAS thermostat (as planned) can you? You don't see Andromeda, do you? Why? Because the OS isn't ready? Why? Because 4 years ago Nadella decided to shift Microsoft investments and focus to an OS's that required Intel x86 processors. Or, "he didn't get" why Microsoft needed to continue to invest in a light Windows version that ran on ARM. Now he (and Microsoft's old partner ecosystem) can't use Windows to build home automation, smart speakers, automotive systems, wearable... and YES phones. In other words, he focused on a OS that couldn't be used on the systems of the future, and cut investment in the one that could have been. It may have been one of the stupidest business decisions ever. Only lucky timing on enterprise cloud adoption has kept people from seeing him for what really he is as a CEO.
  • How about thinking about the present? Or you live 20 years from now, and came back in a time machine? Everyone using tech needs stuff NOW, in the present. Anyone can simply vanish the next day and then what? You guys here dream too much at what could be happening 20 years from now but you seem to forget we live in the present...
  • Maybe it is time to look at Linux then. I for one do not want my life hooked up to the cloud. It is bad enough as it is with companies wanting to know what we are doing, when how, why, what we are buying.
    Saying that in 20 years time I will be 73 if i am still around, so I doubt I will worry by then
  • Linux will simply be monetized and bring you back to square one. You underestimate the power of a professionally designed UI, App Store, Codec Licensing, high quality out of the box software and experience, a uniform UX (not 3+ desktop choice drop down), etc. Even I paid $200 for RHEL-WS back when I used the OS in college, because convenience. Everything worked out of the box. All I had to do was copy my media over and it all played, e.g. Also, Linux is harder to support than Windows and Mac, which have most things exposed through the GUI. There are differences in FS layout between distorts, desktops and UI, default applications (and application versions). You still need a command line to fix a ton of issues, and you often need kernel sources or headers just to install a device driver. Drivers also go unsupported super fast, while Windows 10 will happily use XP/Vista drivers flawlessly for old hardware (macOS less so). Plus, Linux software is still ass, with only a few exceptions. There are entire niches of software where Linux has literally no options, but there are F/OSS choices available for Windows. Leave Linux on the server. Desktop Linux has been tried. The people running the show care very little about consumers, and in some cases continue to design the OS in a way that creates a poor UX for them. They are out of touch, and consumers do prefer supported products. They don’t want to pay $1,000 for a PC only to be told to RTFM when something breaks. macOS has stepped in where Linux has failed.
  • Yet I live in a highly populated rural area that STILL can't get broadband internet. For years, everyone around us, even in smaller towns has broadband. All I can get is very slow DSL. I don't see that ever changing. The push of everything to the cloud will be the death of devices for us.
  • My response is coming out of extended disappointment from the decisions taken by Microsoft to abandon several products over the last few years.
    Where does the recent diminished role of Windows take us Daniel? We name ourselves the 'Front End Central'?
    Why don't Microsoft first work towards developing trust in the consumers for once?
  • Basically Windows is becoming the next ChromeOS, in a sense.
  • With current AI based products like Bing and Cortana sitting stagnant compared with the competition, I'll believe it when I see it. Amazon and Google aren't forfeiting the present for the future, why would Microsoft?
  • AI right? Does anyone know what it actually is? Everyone is blindly trying to win this race without actually understanding what it is. Mr. Nadella, wake up.
  • " Does anyone know what it actually is?"
    Yes. But there is a disconnect right now for consumers between what is and what will be that is very tangible. Go read Motherboard today about how researchers got a computer to "hallucinate" and then learn to play “Doom" while tripping. Computers, AI, quantum, is the next big growth area. We know what AI is. The question is how do we get there. Are you suggesting the problem is too hard and Microsoft should give up, and make what, just focus on Windows even though PCs have plateued?
  • "play Doom while tripping"? What's the big deal? I do it all the time.
  • "play Doom while tripping"? What's the big deal? I do it all the time. Lol, nice. But I wonder if machines see trails?
  • > We know what AI is.
    Yeah, we do -- marketing buzzword to slap on anything and everything that does not move too fast. The term has been around since 1960s, briefly resurfaced in 2000s and now is waved around by anybody who knows how to string two letters together.
    Maybe you should do an article on what *you* know AI to be. That would be an interesting read -- absolutely no sarcasm.
  • Surely the question is does AI know what we are?
  • I kind of had to laugh at this article. You really have no idea what most businesses have to deal with in regard to software and hardware. It might be different for the large corporations but for the small business world, most are locked into hardware based off of third party proprietary software. Most of these proprietary software companies are slow to jump to newer version of Windows and when they do they are often costly for the business in question to upgrade to. That is why you still see Windows 7 still used quite a bit. I even see instances where XP is still used for certain software. In most cases these smaller businesses still only have PC towers. I don't see the traditional desktop going away from the business that I'm in in the next 10 years. Again, not only would it require our third party software vendors to change, it would also put quite the financial burden on the business to change.
  • "You really have no idea what most businesses have to deal with in regard to software and hardware."
    Oh, I do. I also know that Microsoft's cloud and Microsoft 365 programs are huge driving most of the growth of the company. The same businesses you refer to. I'm not sure what you're laughing at. The idea that Windows as an OS is no longer the cornerstone of the company is obvious for the very reasons you point out. Literally, nothing you said is interesting, unique, profound or new. We all know enterprise is slow to adopt OS upgrades. And?
  • I've actually been in the business for over 30 years so I think I know a little more about it then you but you write a blog so.....
  • An argument from authority is not a real argument. Say something profound and challenge what I have stated. Tell me something new.
  • Can you tell me how well does Microsoft Cloud integrate with Flex OS?
  • WTF is Flex OS? 😁
  • Lol😂😂
  • I think he meant Flux
  • It's an RTOS that hasn't had an update for 32 years. The use of it would certainly be an outlier example. Time to look forward.
  • Very good. Although FlexOS itself has morphed into https://www.toshibacommerce.com/?urile=wcm:path:/en/home/products/softwa...
    It is still very much alive and kicking and used by many large and small retails across the country.
  • I moved from Quickbooks to AppFolio, a cloud-based PWA (I assume) program. This increased my productivity 50%. My use of excel and word has dropped as well. But I have found the SP with a surface dock with a large 4k monitor, wireless mouse and keyboard at my house and office lets me leave the 15.6" HP laptop at home and rarely used. I have also like the superior sound quality of the Invoke and I have found Cortana useful, Not so much as a voice assistant, but something working in the background doing ministerial tasks. I suspect Cortana will become better and better with these mundane but necessary tasks.
  • Daniel this is kinda the reason why it would be a good idea to have an enterprise section of this site. There aren't very many good enterprise blogs outside of ms proper. Outside of going to ignite or interrogating a TAM most people don't get to see the enterprise offerings. With your argument that the business and consumer lines are getting blurred wouldn't it make sense to have an enterprise focused section of this site to show the progressions of MS in the enterprise space and what they are doing for their enterprise customers?
  • > We all know enterprise is slow to adopt OS upgrades. And? And it is slowly upgrading *away* from Windows. I work for the medium-to-large company (25,000+ employees) and the servers that all have been Windows 2003 10 years ago are now mostly SLES and more and more people in the building are brandishing Mac laptops.
    If the trend reverses (and I do not see why) it is unlikely to go any quicker, for the reason you stated.
    I realize that plural of anecdote is not data, maybe some of the readers, working for enterprise can comment on the trends they see.
  • Oh but those businesses will move on eventually. For how much longer do you think they will be able to sustain running antiquated software on second-hand obsolete hardware they pay tons of money to scavenge globally? And it will be for their best too. One more thing: the computing landscape has changed dramatically with the emergence of smartphones. Before that era it was only computer-savvy people (professionals and enthusiasts) that used computers. Meanwhile everyone uses them, just in a different form, and if a software powerhouse like Microsoft wants to stay relevant they definitely need to look ahead and adapt. The small business world you speak of becomes more insignificant by the day as a market. Mind you, I hate using online crap (severely limited version of the software dependent on internet connectivity), but if i have to use it i would rather use Microsoft's software than the crap Google and the rest put out.
  • Usually the bigger the business, the more customized the tech/software and the harder to migrate to something else. Sure there may be small businesses using very specialized or custom software, but these are the tiny minority. Most could shift to Office 365 tomorrow if their fear of change didn't hold them back. Sorry but 30 years experience in a small business environment still on XP and tower PCs seems to me like 30 years wasted.
  • No one is against change but you have to have something to change to in it's place. If you think business just run Office then you would be sadly mistaken.
  • Small businesses I know are all in on cloud and auto-updating their os, all to avoid spending time and money on "the it guy". To me it sounds like you know one specialized small business sector and you think their needs translate to all small business.
  • LOL, sure, ok.
  • Most major pro softwares have been shifting to cloud/service based business model... Any company still on 7 with old stand alone software licences and planning to stay like that for the next decade are actually going to spend way more money than needed with the current offering and keep outdated tech at the same time... And don't get me started on the security factor....
    You've been im the business for 30 years well I have seen major shifts in "smart" small companies across several continents over the past 20 heck even more so over the past decade... What have you been doing ??? Living under a rock....
    Let me tell you something, those company you are speaking of... If they don't get with the program will suffer on the software computer hardware front what factories that missed the automation revolution endured a few decades ago... The question will not be do you WANT or CAN change your software hardware park to adapt to the new era... Or will you be left behind while other will take lip and make the investment... Adapt or die...
  • This is what most fanbabies here think. That enterprise means running O365 and nothing else! And MS thinks that enterprises have time to be their free guinea pigs for the enterprise insider program..LOL. MS does not have a damn clue about what enterprises really think about them, and they have absolutely ZERO clues about what quality software means anymore. What more can you say when some here, emphasize that junk winARM is justifiable for enterprises! Or that joke S mode! S mode inside an enterprise! LOL
  • Sounds interesting, though I don't agree with it all. The problem is, we all know from past experience Microsoft says these great, committed sounding things about their products just before pulling the plug. Heck, they even went on a promotion drive for Groove music pass right before closing it down. This is how Microsoft operates. And as usual they come out with announcements that contain a tonne of weasel words that need careful analysis before we can try to infer something that might just pass as information. They talk about change at Microsoft a lot it seems, yet somehow they always seem to disappoint us in the same ways over and over again. Perhaps you're right Dan, and this time it'll all be different. Still, it would be nice if they took ownership of their mistakes and acknowledged them directly, committing to a clear change from the old tricks. Unfortunately they won't, and I am concerned that fact might be the most telling of all.
  • "Sounds interesting, though I don't agree with it all. The problem is, we all know from past experience Microsoft says these great, committed sounding things about their products just before pulling the plug. "
    That was definitely an era, but many are calling this the most significant reorg in the company's history. They essentially broke up how Windows is managed and developed. That's a bold step, and not the same as say, a small team making the Microsoft Band and only selling it at Best Buy.
  • Bold, sure. But is it a bold move towards a more successful OS or a bold step towards retrenching Windows away from consumers? Or even dropping it eventually? I wish I could tell, but they always get so vague at that point and just spout generally positive sounding stuff whilst sharpening a knife behind their back. The more they do this, the more detail and commitment to that detail is needed to convince people that this time it's different and they're actually being honest. Problem is, remaining vague now communicates a very firm message, because we don't have to remember very far back to see what that means from MS.
  • "Bold, sure. But is it a bold move towards a more successful OS or a bold step towards retrenching Windows away from consumers?"
    I don't see that implied anywhere. But as a business, it would seem obvious that Microsoft should not bank on Windows as its core, not when cloud/azure and other emerging technologies are driving revenue. Windows, I would say, is on a set path. It's on a regular cadence of updates as a service, has the infrastructure, etc. It's not going anywhere. WCOS will launch and let the OS evolve further. Microsoft is simply building out the platform needed to power Windows for the next 20 years.
  • "But as business, it would seem obvious that Microsoft should not bank on Windows as its core, not when cloud/azure and other emerging technologies are driving revenue." By that logic shouldn't Google stop developing Chrome OS altogether and just focus on advertising, which is driving revenue the most? Slowly, looking by the direction Microsoft is taking, Google will have the next Windows on all sorts of interfaces and Microsoft will just be limited to behind the scenes businesses.
  • This is where Windows One Core + C-Shell and Composers come in. Windows One Core will run + C-Shell will run on all devices and the Composers will provide the unique features of the device. Also, software using the the .NET Core Framework and .NET Standard should run on all devices.
    Also do not forget about PWAs that can run on any browser. And PWAs can get near native performance with WebAssembly.
  • I think you're right. The biggest problem for Microsoft to solve is how to have an outstanding version of Windows on each of these devices. This new approach shows that the "one Windows" idea won't work, at least in terms of what a user interacts with. How they tailor Windows to be perfect for a specific device, while keeping it broad enough to not be terribly fragmented is key. When a user picks up a new Windows device it needs to be familiar enough that there's no learning curve but tailored enough that it looks and feels like the software was made specifically for that device without compromises.
  • Ok pwa may get near native performance but we all know how well Microsoft's native uwp apps perform. That means even worse performance right?