While the basic 950 series is sort of plain, the ability to change the back plate is huge, they should have advertised this ability better. Being able to change the back plate changes the whole look and feel of the phone. But no matter how good this phone could have been, I think the Lumia brand is dead, at least for high end, and I don't think Nokia could have saved them. The only thing that can save Windows in the phone market is a true Surface Phone. Keep all the good stuff from the 950 series, Square the design a little, include a more premium basic back plate, add x86, fingerprint sensor, and pen support, maybe water proofing and windows will start to recover share in the phone space. It won't happen overnight, but it will happen, it is already happening in the Tablet sector since x86 windows tablets became the norm, Windows is winning share from Android and iOS. Additionally, Microsoft needs to 1. work on making Universal windows apps (UWP) into true Universal Apps, i.e. design once and run on Windows UWP, Windows Legacy, iOS, OSX, Android, and Linux. 2. Make a Java and swift interpreter for the .NET CORE CLR. 3. Make Objective C a first class language in Visual Studio (I believe they are already doing this). This makes Visual Studio and Windows the first stop for developers instead of a secondary or tertiary stop. 4. Make a Windows TV, that is designed like a mini Xbox but with out the console game portion. Sell this and the full xbox OS to third parties so that they can integrate them into their TVs or make their own STBs. 5. Work with 3rd party manufactures to bring TIVO like capabilities to the microsoft ecosystem through a new media center and network attached tuners. Make sure this is a cross platform product based on the Universal App design.