Two years is probably not enough time for MS to distance themselves from Windows Mobile.
I disagree with this assessment as well. There has been a pervasive opinion on these boards that somehow, "Windows" and "Microsoft" are negative brands and that they are a detriment to Windows Phones sales. This cannot be further from the truth. I find "Windows" and "Microsoft" to be extremely strong brands that can only propel Windows Phone.
The explanation is simple. The average consumer merely isn't aware of nearly as many things that tech enthusiasts are. Here are a list of things you think the average consumer might know; but, really, they are completely clueless: "operating system", "iOS", "Android", "Windows Mobile", "Symbian", "Palm/WebOS". Here are some things they do know: "Windows, iPhone, Google, Nokia, Blackberry.")
Even when I ask my parents or teachers or even some teenagers what "Windows" or an "operating system" is, they have no clue. Try it now (seriously)! They might know the "Windows" brand; but, they have no idea of what "Windows" actually is, which is completely hilarious. Because of their complete lack of awareness of Windows Mobile and because the smartphone market was minuscule at the time of Windows Mobile, Microsoft has nothing to "start over" from. Most consumers are just flat out clueless.
Now here is why everyone is wrong about the Windows brand. Say I were to offer someone on the street a free computer. Say he had the option of a Windows computer or Solaris computer. Which do you think he would choose? There you go! We've just established that "Windows OS" is better than complete obscurity. (As a matter of fact, when Dell first tried to push Ubuntu, many consumers returned their computers on the realization that their computers "weren't Windows".
Why does a consumer opt for a "Windows" device? This has NOTHING to do with our actual perception of Windows, whether we like it or hate it. Windows evokes a strong sense of familiarity and standardization. Basically, consumers will buy anything with Windows plastered on top of it.
That is what you call an extremely strong brand. (This is how Windows Mobile sold, btw, and not because of any of its merits.)
Now if consumers were somehow mislead that Windows Phone was actual Windows OS, do you think they'll bite? The answer is that many confused consumers will definitely bite!!! It's an issue of familiarity and standardization. The issue is that Microsoft has changed Windows Phone too much from conventional Windows OS and hasn't made an active effort before Windows 8 to show consumers that Windows Phone IS Windows. If consumers were to ever become convinced of this fact, Microsoft would instantly gain a huge portion of marketshare.
For this reason, Microsoft can easily overtake Android. (I find that the iPhone consumer base is devout; but the Android consumer base is relatively clueless and easy game. Android is as good as Linux on early netbooks and tolerated due to lack of alternative.)
Microsoft shouldn't de-emphasize its Windows roots. Rather, it needs to push them hard and THAT is what they'll be doing with Apollo. The issue now is merely getting consumers to associate smartphones and tablets with conventional computer (laptops and desktops). Once this happens, capitalizing on the Windows brand will be extremely easy. That's also why for a long time, Microsoft just wasn't that concerned about the success of Windows Phone.