I'm going to view this from two points of view.
First, from a consumer point of view, IF having access to the latest and greatest is your thing than at this point in time WM is a complete waste of time. You're better off sticking to iOS and Android. Also, when we get to the bottom line for a consumer, experience is everything and right now, for the moment, experience means apps. Until that changes, WM is dead last for most consumers. Hence the barely 1% market share.
Second, from the point of view of business. WM has pretty much all you need and then some. It's not perfect and I have little doubt not everything is available for all enterprises but on the whole, WM is a good business OS. For those businesses going to Windows 10 having a W10M makes sense. With Continuum it makes even more sense. So from that perspective you can see the divide.
MS is interested in attracting businesses because that's where see the market there for them. Lots of enterprises use Windows, unfortunately not all will upgrade to Windows 10 any time soon. But I guess this is a way to entice them.
It really doesn't matter if MS bring out the 'Surface Phone' or not. The average consumer won't care in the least. Without the apps W10M might as well be dead for the consumer. For businesses on the other hand, a Surface Phone might be a great thing.
This is the crux of the problem. MS wants businesses to be the push to get W10M popular. Consumers who are on W10M want MS to push for consumers to get the apps they want. However, MS's strategy is business first at the moment in hopes that increase numbers, thus being more attractive to developers. This is a long term straggly and one that consumers, being the 'I want it now' mentality, can't work with. Hence the drop in number of consumers.
So, to put it bluntly, if you're a consumer and want W10M to succeed any time soon you're going to be waiting a long time unfortunately because at the moment W10M strategy isn't for you.
That's my two cents.