The problem is that until it goes RTM the Api will likely change. Also as a developer, do you want to make an app on an OS that is not stable and then have it down voted because it's causing issues and not the actual app? That's basically what people in the store do. As a result early down votes bring the app down even if it's actually good. After it goes RTM I'm sure their developers will be able to focus on it more. Consider only the insiders have the OS. I'm sure with RTM there will be a flood of updates coming often. Right now even the apps are in testing mode. Also after RTM the focus will be more on adding features. So my guess is that like windows 10 desktop which has come a long way since RTM, mobile will get better in the same manner. Developing apps take time too. They have been working on ios and android apps for a while as well. They weren't as good initially as they are now. I know because I've been on all systems. The share in north America is saturated. So how do you get people to move over to windows phone? You show them good apps. Phone contracts will expire and people May consider windows. By then MS would have had more time to improve their own apps. They need to hook people somehow and their approach is great because people don't just leave their current OS and purchase a new phone just to try it out, given how expensive they are. They need some sort of motivation. Converting users is the hardest part and in north America that's what has to be done. And in the event they don't convert they at least have the users hooked on their OS of choice and still get revenue. North America is a tough nut to crack. Satya has a 2 year plan and that's how long it will likely take to gain a nice market share here. Show off your goods and work on creating a better experience in the meantime. As long as market share is growing, developers will notice. And in a growing market being first has advantages. Gameloft and game Troopers know this. What apps show up in best rated or top when you have had lots of time on a platform that's growing and others were ignoring? The early adaptors of course.