Unfortunately, the lack of apps inhibits the ability to market devices. Many consumers bought Windows and BlackBerry 10 phones, only to return them when apps they needed were missing.
Source?
Most people use 6 apps on the regular (according to a study referenced on the front page here), so "many" even if this is true, seems unlikely. There aren't even "many" bb10 or windows phone users, but if any large proportion of them returned their phones due to apps, I'd like to here some proof of that.
From what I can tell the app situation is not as dire as people often make out. In early 7/8 days there was quite a lot of interest generated in Silverlight apps, xap. Then as that faded, and those people fell off, devs have started to get interested in UWP.
It's never been as bad as bb10, and it's better overall than amazon app store, both of which I have tried to use. Sure, there is some noteable absences, the most mainstream of which is banking apps, but for the average user, its really not this dire situation that has been painted IMO.
It's actually pretty nice coming from bb10, to windows 10 mobile. And its not bad having been over on android either (Still constantly use this for my job)- there's a lot of app redundancy, less prominent indie devs doing good work, and a truckload of ads and in-app purchases over there.
It's really only niche users that feel this app-gap, for the most part IMO. You can uber, and airbnb on a windows phone. All the major social networks, photo editing, all the typical phone functions. You can bank via phone/text/web, or use lastpass like me for quite entry to the page.
The average person doesn't use the sort of things that aren't there IMO. I've got easily 7 times the number of app/games on my windows 10 phone than I did my bb10, and actually more than I've ever bothered to install on an android device (partly because I love the cross compatibility with my tablet and PC).
Likely not as many as _some_ android or ios users, but a lot more than most ios or android users.
Sometimes I feel what happens with this, is people with niche needs, like smart home enthusiast, or professional photographers, or constant business travellers, start to feel like their experience is typical of everyone elses. There are certainly people for whom win10 is a bad fit, and there are things missing, but for the average person, I don't think that's true.