Microsoft’s problem is its phone evokes feelings of a computer, not a personal phone.
The decision to make its phones and PCs from the same base technically sounds like a good idea. It has not resonated with consumers, however, and that’s a huge hurdle for Microsoft to clear.
I’ve tested at least a dozen Windows Phones and every time I’ve felt like each was a PC when I picked one up. One from Microsoft to boot, and that is not a warm, fuzzy feeling.
Phones are personal devices and we identify with good ones. I’ve long felt the reason iPhone owners are willing to upgrade to the next model is familiarity. Take the new one out of the box and it feels like your old one. The buttons work the same and everything is where you expect it to be. It is YOUR phone.
I’ve never felt experienced that feeling with a Windows Phone, not once. When I pick one up I get that PC feeling. They never feel like my iPhone, there is no personal feeling. I don’t believe it’s just me, either.
These are not just phones, they are extensions of us. Except Windows Phone with its busy home screen.