We are not MSFT employes to work their jo, you know. I don't have to pay them for phone and then work for them. If they want their platform to succeed, they could hire a man or two to send mails to companies asking them to make apps. If just a few percent of requests succeed, it'll change things a lot.
I respectfully disagree. The reason the app store is lacking is a classic catch-22. Developers look at market share and decide it's not worth it to them to develop for the Windows 10 Mobile platform. The only way developers can be convinced to make apps is if people purchase the phones, download the existing apps, and write developers asking for them to support the platform. Microsoft sending them letters isn't likely enough to do it. It's going to take thousands of people requesting an app before someone thinks, "Hey, maybe I can make some money on the Microsoft app store. I think I'll port my app."
If people think that there's not enough apps, so they'll just wait, or buy an iPhone/Android phone, then the market won't improve.
The reason the Apple app store is as large as it is, was they were first with the concept of a unified store. Once it caught on, there really wasn't much competition so their store grew rapidly and thrived. Android came along and offered an alternative, on a Java platform that developers were used to, and gave away the OS. Phones were cheap and the low end market took off. Microsoft has the tough job of inserting itself somewhere in the middle. They're not going to dominate the market, but no one really should - that just hurts competition. But they can get 20% of the market and be a decent 3rd place, or even 2nd place in the rankings. There's room for all three OSs - 33% each would be nice.