Microsoft incapable of announcing a phone and releasing it in reasonable time

You have to listen to all of ad. It says nothing much has changed but everything.

What that commercial tells me is that Apple hypes minor features that wouldn't have gotten a second look under Windows or Android. This is why Apple enjoys the credit for things other have done first.

Well, that and they generally don't rush to introduce a feature before it's properly fleshed out, although even that's changing.
 
The purpose is to give enthusiast what they want, not to necessarily increase their market share. They've already written off the phones as not being profitable, but they did the same with the original Xbox. They'll continue putting out great phones for fans, and after a while others will come around. This is the year that we'll look back on and say "this is when it started" but not "this is when they finally achieved their goal".
 

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