Which is why the quality and speed difference between development of phone OS and the other software and services which are on multi platform are so far apart. They failed at getting the market share but can piggyback on market leaders with apps and services for $$$ while still working on the OS at a level of investment which would not hurt the company bad with the value models keeping the OS and store relevant.
Microsoft is going in the right direction but with the history of failures, the silence, stagnant 8.1 phones which were marketed with the promise of W10, phones not yet on denim and the point above, they will go through a rough time till the intent comes to fruition frustrating and driving people away.
One more thing to be noted is the flagship was sold with a beta OS "intended for fans" with no warning which brings to the doubt how many would trust Microsoft to to buy a flagship till the whole thing is ready apart from the fans. They need to be able to sell the flagship for it to be profitable