Before going into the phone business, Apple already had a reputation for producing premium devices. They could utilize that leverage to sell their phones, at premium prices. As at today, there are rumors of Apple working on a less expensive iPhone.
Google did not have a history for producing devices, so they focused on the software. Knowing that you can’t bring a knife to a gun fight, they focused on the software while they left other players (Samsung and HTC) produce the hardware. The current boom enjoyed by Android is due to the influx of Chinese devices that could afford to sell at very low prices. You can’t afford the iPhone experience? There is an Android for you. Now, Google, after gaining enough market share, stepped in to set a standard for their devices. The Nexus devices and the eventual purchase of Motorola, leading to the Moto X. Possibly the most perfect phone ever created.
Windows Phone is currently between the Devil and the Red Sea. They neither have the market share nor the features required to compete. From personal usage, the Windows Phone experience can be considered ‘cute’. A likely phrase would be “one trick pony”. A great deal of features currently experienced by users of some operating systems will be missed.
What Microsoft needs a market share push. Identifying with one partner will discourage other partners, especially those who have been seeing weak Windows Phone sales. It is logical to expect Microsoft to provide support first for
Nokia Microsoft Phones. Unlike Android, which is majorly an open source project, Windows Phone is a completely commercial closed source offering.
Partners. Partners. Partners. Not partner. Not subsidiary.
Low cost. Low cost. Low cost.
Truth be told, I see the only winner of this acquisition as: Stephen Elop.