As cool as running full Windows 10 on a phone would be, it's not going to materially change Microsoft's problem with it's mobile platform, which is apps. Most of the apps that people want aren't available on the full PC version anyways, and that's not going to change by adding the miniscule demand of a few hardcore Surface Phone enthusiasts, so I don't see how W10 on ARM is going to be the savior that people are predicting. After the initial excitement of running full Windows software on your phone wears off, you're going to be stuck with the reality that most software that people want on their phone still does not exist on the platform.
You're telling me that I can run CAD software if I'm sitting at my desk with my phone plugged into a dock and monitor? That's very impressive. Now what about the other 95% of the time when I'm using my phone in everyday life? Putting a massive increase in mobile computing power into the pocket of average users does nothing for them when they just wanted Snapchat and the ability to deposit checks into their bank account like you can on every other smartphone in the world.
I think that misses a few things though, things that I think MS is envisioning.
- The underlying OS is changing and with it so does the effects of development. In other words, whereas a few years ago developing for mobile was a completely different thing from developing for desktop it is now very similar if using UWP, and that will converge further. So this means that writing a new piece of software for Windows 10 UWP is making it available on all platforms. In other words anyone developing for "desktop" will benefit those running mobile.
- It won't be the demand from Surface Phone users that drive development of UWP apps but instead computer users in general. It seems to me that MS is trying to put together a computing experience that is similar across devices, and so at some point when you're developing for one thing you'll develop for another. So any user of a Windows 10 computer, not phone, will eventually start to want UWP apps simply because of their qualities and their ability to move across devices. It won't matter if the person has a Surface Phone or not, if they're using Windows 10 they'll want this functionality. I
- I also understand that running CAD in 3d won't really be what most people want, they want smaller apps instead. But I think the truth is that a lot of us interact with actual computers, ranging from laptops to desktops to tablet-format computers, almost every day. So, since we do, there's a reason for why we do it. It can be anything from wanting to read news online but on something larger than a 5 inch screen. Or watching film and TV. Doing actual banking and other things. Running software for personal finance. We use computers all the time. So I think what MS is seeing is a future where there's simply no point in having a chunky desktop (unless you're a gamer) for most of this, and instead we want a large screen, a keyboard and a mouse. That 'box' is not what we want, we want the input-output devices. So, in that context, continuum made perfect sense. Of course the number of apps is limited, and that's why "reverse-continuum" makes sense. Now you don't have to worry about whatever app there is you're using on the desktop/laptop, which many people
are using, it will simply run on your phone. So I think the demand will be there, and I think MS is smart in that they're trying to converge their assets to stay ahead of the curve.
So to expand on that the point is simply that creators of apps see little value in developing for W10Mobile because of the small market share, but that all goes away as an argument as soon as W10 on ARM is a reality.
Then they're not just targeting mobile, but all computing formats. That's a vastly different proposition.
Think about it this way: Don't users like getting their SMS etc popping up on the desktop instead of only their phones? Isn't it convenient that one can shove the phone in a dock or charger in one room, sit down and to accounting or whatever and any messages or calls pop up on the desktop? Well why wouldn't that expand to other apps?.....
So I think that in the end MS' approach is logical and promising. I for sure can see a future where my connected experience is just that, an experience in connection, not fiddling with the one device. I see a future where I can forget my phone at home and just use an iris scan at a terminal at work and get exactly the same experience with a different form factor, complete with the relevant data pulled from the cloud. The "phone" is really just another device to access an experience that scales across "sizes". And with that apps will follow.
PS: There's also the notion that we'll leave software and apps in favor of AI and bots. That too will change usage drastically.