Steve Jobs Reveals The Only Way Forward For Windows Phone

The only way forward for Windows Phone — that is not death — is work. Real work. In the 21st century, real work is inherently collaborative.

Collaboration is the Achilles Heel of all things iPhone, iOS, and Apple.

Steve Jobs, for all his greatness, for all he achieved, did not play well with others. Evidence is legion. Jobs forced the future upon us, refusing to budge to present day concerns. His iconoclast’s vision is reflected in every Apple product and has been since the beginning.

Jobs exalted the individual, from the singular 1984 rebel through to the lone, joyful iPod listener to now, where budding creatives obsessively focus their gaze upon the shimmering, inviting iPhone screen and not upon the people, life and physical flotsam whirring about.

1984_woman_with_hammer_5

ipod-advertising1-1

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Apple marketing dutifully reflects both Apple products and Apple culture, a culture which reveres solitary pursuits and nourishes individual genius.

iphone 5s dreams

This leaves a strategic opening for Microsoft and Windows Phone. Not by creating a disingenuous demarcation between “work” (Microsoft) and “play” (Apple), but by optimizing its platform, its cloud, its tools, its services — and especially its mobile devices — for collaboration.

Steve Jobs empowered us, liberated us, heightened our creative abilities. He transformed us into digital cowboys, technological gunslingers, mad genius loners. Not collaborators. His heroes do not need others nor do they require consensus.

crazy ones

To quote Jobs:

Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules…

Such people are the opposite of collaborative. Yet, for all but a few crazy ones, greatness may only be accomplished via continuous collaboration and teamwork, not by being that round peg in the square hole.

Out Of Many One

Make no mistake. This is not about an Apple failure. Apple products, spanning the iPhone, the iPad and the Mac, are exemplary. But, their design and intent, empowering the individual, offers a clearing for whichever company develops computing and communication hardware and services which exalt the group.

Enabling new forms of work and new forms of creativity, facilitating time-shifting, globe-spanning, multi-modal collaboration from men and women, girls and boys whose full potential is untapped when pursuing their visions in isolation is the only way forward for Windows Phone.

The pieces to make this happen may already exist:

  • multi-screen function (desktop, mobile)
  • cloud support
  • Yammer
  • Skype
  • Exchange
  • Office 365
  • Office Lens
  • OneDrive
  • OneNote

Each of these are capable of providing highly functioning services, synchronized sharing, and any time, any place collaboration. The problem, of course, is none of these are yet fully optimized for mobile in general, or for Windows Phone in particular.

Jobs Informs Nadella

The recent revisionist history (such as herehere and here) proclaiming Steve Jobs as a world class “collaborator” is simply unfounded. Recall the single biggest change at Apple since the passing of Jobs: Tim Cook’s executive management shakeup, which the company itself positioned thusly:

Apple Announces Changes to Increase Collaboration Across Hardware, Software & Services (emphasis added)

Apple’s pro-individual, non-collaborative, go-it-alone DNA runs deep. This has created an opening for giant Microsoft’s tiny Windows Phone: collaborative creativity, collaborative work.

It bears repeating: by “work” I do not mean those activities presently optimized for PCs inside the enterprise. Microsoft’s fading retort that Windows is the platform for “work” badly underestimates how capable, valued and productive users of Apple devices are. But Apple hardware and supporting services are purposefully created for the individual. The future demands devices — hardware — for the group, not the one.

It also bears repeating: time is quickly running out for Windows Phone.

In his “bold ambition” statement, Nadella mentioned Microsoft’s commitment to “first party hardware” four times. Yet, within his 3,500-word manifesto, he mentioned “Windows Phone” only twice, and even then withholding clear affirmation:

(1) Today the Cortana app on my Windows Phone merges data from highway sensors and my own calendar and simply reminds me to leave work to make it to my daughter’s recital on time.

(2) We will responsibly make the market for Windows Phone.

This and other Nadella statements led me to state several weeks ago that:

Prediction: Microsoft will focus its mobile hardware efforts not on Windows Phone but on Surface, on new mobile gaming devices, and new mobile “productivity” devices; anything and everything that might help them uncover that next great mobile computing inflection point. Smartphones are lost to them.

I now wish to amend that prediction. Microsoft lost the smartphone wars — that much is clear. But smartphones are lost to Microsoft only in how we define such devices at the present. An entirely new or repurposed mobile device which advances creative and productive collaboration as easily as iPhone advances personalized empowerment is still within Microsoft’s reach.

Published by

Brian S Hall

Brian S Hall writes about mobile devices, crowdsourced entertainment, and the integration of cars and computers. His work has been published with Macworld, CNBC, Wall Street Journal, ReadWrite and numerous others. Multiple columns have been cited as "must reads" by AllThingsD and Re/Code and he has been blacklisted by some of the top editors in the industry. Brian has been a guest on several radio programs and podcasts.

128 thoughts on “Steve Jobs Reveals The Only Way Forward For Windows Phone”

  1. I do not agree. In future Windows Phone buying will be based on how good and creative Cortana is on that Windows Phone. Strong Cortana will lead to strong uptake of Windows based tablets also. And finally Cortana needs to come on desktops also.

      1. I had an iPhone 4 and sold it specifically to get Siri on the iPhone 4S. I used to never text because I found it a hassle but now with Siri I can easily dictate my text messages. I plan on upgrading my 4S in if the new iPhone 6 has a sapphire crystal.

      2. Brian I wanted to reply to you but include the upward post. Why did Bing try to be Google search when it could be the anti-Google search.

        Privacy and data tracking and logging?

        Google and Google Now add to privacy invasion/tracking.

        DuckDuckGo is going to surpass Bing and Yahoo in search on iOS in a matter of weeks when iOS 8 comes out.

        MS should embrace privacy and be the anti-Google.

  2. Cortana – I heard really good reviews about. But recently a sports website (espncricinfo.com) came out with a magazine and guess what, available on iOS and Android! Microsoft simply needs to get out and make strategic deals, leave Bing out! I really have not seen a single person who prefers Bing in any service. Where is Google Maps, and many other services? And they should stop blabering about productivity on Windows and MS Office! I have been working for 7 years and I do not want to see preadsheets at home…

    1. Why don’t you ask Google where their apps are? You forget that productivity can come at home by keeping your own home finances, planning vacations, etc.

      Bing is gaining market share. Just keep in mind that more windows phones and tablets being sold equals more people using bing to search. Also in that respect Cortana is powered by Bing.

      Actually can you even really say why google services are better? Or is that just what you are tied into?

      1. That philosophy might’ve worked for Tim Costner but considering the sheer amount of competition that Windows Phones have in just comparing them to Google is nearly insurmountable.

        That’s to say nothing of the Japanese market where even the insanely dominant Samsung is being rivaled by mini-me’s in their native land.

        And the infinitesimal 300,000 apps is ⅓ of what’s available on the App Store and still lacks any native Google services and probably will for the foreseeable future. Not having Google Maps is probably the most egregious of the omissions.

        1. Oops!! Kevin Costner, not Tim Costner (what was I thinking?!). Now my corny, dry humor won’t resonate.

  3. Great article. I think MS tried to play the community card with Zune and failed. Collaboration might fare better. Problem will be making collaboration a compelling message. Individualism permeates American culture–the lone wolf, rugged individualism, James Dean, creative geniuses. Is there a cultural equivalent image for collaborators to help boost the message?

    Joe

  4. You talk about a “way forward” for Windows Phone. The only condition where there is a “way forward” for Microsoft is for them to abandon all mention of “Windows,” and let go of all concepts connected with it. Until they do that, there is no way forward for them, any more than there would be for Ford, if it was still promoting the 1908 Model T.

      1. But “Windows” doesn’t carry the same cache as “iPhone” or “Android” or “Galaxy”.

        Come to think of it, Microsoft owns the rights to two of the most boring and generic terms in the English language that are also their most valued products: Windows and Office.

        But you say “iPod” or “iPad” and people’s ears perk up. Mainly because it’s about the product and not the OS. I’d imagine it’s why people buy a Galaxy and not an “Android phone”. Certainly for some the OS is incredibly important but for most they’re buying a brand that’s exciting, enigmatic and fun.

        But if someone’s thinking about Windows or Office it would likely conjure up feelings of the job they hate, the boss they wanna run over, the traffic, the lousy pay, the burnt popcorn smell that permeates the office from that slut Lydia in Accounting who always sets the microwave to 4 minutes instead of 3.

        Microsoft is smart to push the Surface brand but the fact that the product is priced so high and frankly isn’t a great device to begin with, largely because of Windows 8, it probably won’t do them much good.

      2. Consumers or Enterprise? Every consumer PC owner in my demographic bought a Mac after owning an iPhone. “Windows” for the middle class and tech illiterate means headaches.

        Enterprise IT “experts” consider the word “Windows” as an assurance of their employment and zero layoffs. Of course they want to push it, but the management likes iOS or Android?

  5. Interesting article. It provokes to contemplate two aspects of collaboration:

    First, I suspect Apple is very good at collaboration internally. Otherwise how could it do what it does with such polish and often panache?

    Second, when I buy and use an Apple product, I have always incorporated into my work, just not in the way that Microsoft wants to narrowly define it. This extends to collaboration efforts too. I am by temperament an introverted thinker, so I will always go off by myself for a period of time while I sort through an important matter. I will sometimes use an Apple product to help me “work” through this task. When I’m ready I will connect with others and collaborate with them.

    Collaboration can come into play for in a second way: I need to share and push ideas and evolving work back and forth. I have seen that software is the main vehicle for accomplishing that. The hardware is secondary. I have not really encountered an issue with use of Apple products here either. In corporate settings where Windows is the standard software I can use my Apple laptop quite easily.

    In my mind I am an effective collaborator when I am using effective tools (these take many forms other than computer related ones). Collaboration starts with the individual willing participating.

    My sort of third point is I have never been overly impressed by Google’s or Microsoft’s ability to collaborate either. They too have a record of leaving so called partners high and dry.

    So as interesting as this article is, I find it somewhat forced and contrived in its effort to make a point.

  6. For me, collaboration is built upon the individual so Apple’s approach feels right, to create the foundation upon which collaboration can be built. And I think we’re seeing Apple expanding more in this way now. Microsoft could certainly try to focus on collaboration but that seems a lot like building Windows on top of DOS, an awkward solution at best.

  7. Very well done. Your article encapsulated everything I both admired (yes admired) and detested about Jobs. His quote does as well…

    “Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules…”

    The irony is that Jobs has imposed some of the most stringent and anti-competitive rules in computing. So rules are bad, unless they arte “his” rules.

    While it’s true that simplicity elevates “most” users to higher productivity, and so does curation, they also inhibit thinking outside the pre-determined box. Conformity within that box is mandatory. Granted it is a big box, for most… but hardly all inclusive.

    Dead on accurate that he did not play well with others. Again, both good and bad. Good because he blazed his own path, bad because you were stuck with HIS path.

    1. “Good because he blazed his own path, bad because you were stuck with HIS path.”

      I really can’t believe what I’m reading! Are we discussing Apple?! The company that still has but a modicum of the marketshare that Windows has. The fact that when you start a new job in most companies you aren’t offered a choice of CRM, desktop applications or the OS they’re running on, you’re given a Windows PC provided by IT most of whom shriek like a White girl in a horror movie at the very sound of the word Apple.

      Jobs is somehow depicted as ruling the globe with his Stalin-esque iron hand versus the company that single-handedly took over the computing world because he didn’t conform to the rest of the market. We NEED people like Jobs to step outside the box and do what no one else would even think of and do it with confidence and yes, maybe even a little arrogance.

      Rarely will anyone admit it but we want a leader who will kick the status quo in the teeth and accept nothing but the best. If he’s soft and wants everyone to like him we’ll likely try to find a way to manipulate him/her and step over him.

      With all due respect, I found this article about as contrived as anything I’ve ever read on this site. Where on God’s green earth does Microsoft have a chance to step out of the so-called “it’s-only-about-me-shadow” of Apple and become the device for everyone by everyone?! They can’t even convince Google to approve/build a native YouTube app and yet they have a clear opening to overthrow iPhone, Inc.?! You know, the device that single-handedly matches and/or outperforms entire conglomerates including Microsoft.

      The iPhone 6 will likely be the most impressive and dominant device Apple’s ever built that will only widen the gap between iPhone and Windows Phone phones (jeez, what a stupid name for a mobile OS). How will Microsoft counter the incredible synergistic features of Yosemite and iOS 8? I’ll help you out: THEY CAN’T!!! There’s almost next to nothing Microsoft can do to have any impact on the iPhone and holding hands with IBM is only going to intensify Apple’s lead over the enterprise. Arguably the only place Microsoft still has credibility.

      I say this with love and respect for the writers of Tech.pinions but Microsoft’s opportunity was most assuredly lost the moment Steve Ballmer mocked and scoffed at the iPhone.

      1. I agree with everything you have written Mark Langston and I share the same sentiment that one of the reasons why Microsoft is in the position it is in right now is because of the way it responded, or lack of it, to the iPhone in 2007. With that said I’m beginning to see more acceptance of Apple in the business world. I happen to work in the health field and there are whole floors of apple devices that everyone from nurses to doctors use. I think the IBM partnership will be interesting to see especially how companies react to it. I don’t know if Microsoft should be worried or not since IBM is one of many players in that space.

        1. Yep, and why I said Jobs took that lonely path. He was not a collaborator. But, I think most people are. So, that’s the opening for Microsoft. Trying to replicate Apple will fail.

          1. I respectfully but vehemently disagree and can cite many instances when Jobs in fact did collaborate with great success.

            JOBS & WOZ
            Probably the most herald of all collaborations giving birth to the preeminent and one of the most prestigious technology company’s in the world.

            JOBS & IVE
            Jobs was the pitch man, Ive was the creator. Jobs trusted Ive explicitly with creating beautiful products. Obviously Jobs was there to approve, reject and finalize all the designs but it was still a collaborative relationship between Jobs and Sir Ive.

            JOBS & GATES
            This qualifies more as a financial collaboration but a collaboration nonetheless. Thanks to Microsoft’s financial contributions, and Jobs’ business acumen, Apple was able to stay afloat.

            JOBS & THE MUSIC INDUSTRY
            Jobs had to collaborate with the labels to solve the problem of pirated music and the answer was iTunes. Obviously the record labels had to be agree on distribution, artist fees, record label fees, etc. in order to bring iTunes to the world.

            JOBS & THE BOOK INDUSTRY
            Maybe this one falls under the collusion category but it still represents a time when Jobs once again had to work with another industry to solve a problem.

            APPLE & VOLVO, HYUNDAI, FERRARI, MAYO CLINIC, IBM, BEATS

            Finally, Apple overall has been making some significant partnerships and acquisitions (in the case of Beats) that convey that Apple can’t operate in a vacuum and has the ability to play nice with others.

            I don’t think any consumer believes that Apple represents singularity or self-empowerment over collaborations and synergy. The “What’s Your Verse?” ads are a testament to people working together and using the iPad as a means to bring people together. The Slow Roll bike campaign in Detroit, the Japanese band bringing their love of eclectic music to the people, even the orchestra led by Esa Pekka Salonen is a symbolic of the collaboration of music and technology.

            The “You’re More Powerful Than You Think” campaign does speak directly to the individual but usually shows people using technology as a tool to enhance their lives and the lives of others.

            And if you’re referring to Apple’s perceived “wall garden”, one could argue that the exclusivity of a premium product will always relay a sense of singularity and possibly even elitism but no one lambasts Mercedes or Tiffany’s for doing the same.

            By contrast what significant collaborations has Microsoft been associated with? What have they contributed to the grand scheme of computing in the last decade?

            Again, I don’t understand why you believe that Steve Jobs’ so-called single-mindedness exalts the individual and not the world around us because the products and services he’s responsible for help bring to life are the very epitome of synergy and collaboration.

            Moreover, the terms “collaborative creativity, collaborative work” couldn’t be more broad and ambiguous than Nadella’s own words, “We help people get stuff done…We will create create more natural human-computing interfaces that empower all individuals.”

            If Nadella’s vision is to empower individuals I don’t see how that’s any different from Apple’s so-called “non-collaborative, go-it-alone DNA”.

          2. Epic comment. Thanks! We disagree re “collaboration.” Every company has its strength. Apple’s is hardware design for individuals. I don’t think anyone will catch them. Thus, go where Apple isn’t strongest. I think that’s the group, not the one.

          3. Thanks for the kudos!

            Not to appear completely drunk from Apple’s Kool-Aid, but I just don’t see many chinks in the iOS or OS X armor that Microsoft can exploit. Obviously Apple has weak points, I just don’t think Microsoft possess a sharp or strong enough weapon to make a significant impact.

            I doubt anyone would argue that the iPod is a waste of time for Apple and yet it garners more web traffic than Windows Phone devices.

            source: http://www.cultofmac.com/275633/ipod-touch-responsible-web-traffic-windows-phone-blackberry-combined/

        2. I suspect that, like 2007, people with a clue at Microsoft (is that like military intelligence?) are soiling their underwear as we speak. I hope the IBM thing works, and superficially it should, but the irony is hard to ignore. Sucker punch comes to mind. I can’t wait for a google crushing collaboration that just turns it into the background service it was meant to be.

      2. Do you think that “credibility” is appropriate? Is it not just active sync and the other background services? I still can’t believe that the company that brings you the s***storm of gotchas that is windows and office actually makes stuff that works. I know little of microsoft’s real background and history and care less, but they must have bought these services as aquihires as they don’t seem to tally with their “headline” acts. Whoever runs that department is a lonely genius.

  8. “The recent revisionist history (such as here, here and here) proclaiming Steve Jobs as a world class “collaborator” is simply unfounded”
    Unfounded? – The truth probably lays between the traditional view and the (as you call it) revisionist view.

  9. “Here’s to the crazy ones…” may have expressed the sentiment of Steve Jobs but were most certainly not his words, but those of a (rather brilliant) Chiat Day copywriter.

    1. Due to laziness and lack of research I can’t confirm it, but I think Ken Segal, in one of his posts, said Jobs did, or at least play a major role in its crafting, not just directly take the copy from Chiat Day.

  10. While I agree that Apple’s products are very much designed and marketed for individual use, I do not think this means there is a great opportunity for Windows Phone by focusing on collaboration. As your list of Microsoft products attests, collaboration is empowered by services more than by OS features. Macs, iPhones and iPads (as well as a number Android devices) can be used for collaborative work using MS software and services as well any Windows Phone devices.

    Where Apple’s focus on the individual leaves a market opening is in multi-user devices. Despite its Unix underpinnings, iOS is not designed to be a multi-user OS or to enable mulit-user device sharing. I find this particularly limiting for the iPad, the device more likely to be shared.

  11. I think MS will not be able to do much with collaboration. One reason Apple does so well with the individual is that a real community, a real collaboration that can thrive and transform requires the individual. If there is no individual, then everyone is the same. If everyone is the same, then there really is no collaboration. The individual does not stand in opposition to community or collaboration. The individual strengthens both. Here, homogeny stands in opposition to both. What is more homogenous than 95% of PCs running the same OS and needing to be structurally identical?

    Isolation also stands in opposition to community and collaboration. If something makes me a better individual, then I have more I can contribute to the community and the collaboration. But if I am isolated, I don’t care about the community or the collaboration. And what is more isolating and lonely than being a cog in the machine, using a machine that does not require or inspire individuality?

    What computing company has done more to proliferate and promulgate the environment of both? What you are suggesting for MS is to totally relinquish what they have created. I agree.

    Joe

    1. “What is more homogenous than 95% of PCs running the same OS and needing to be structurally identical?”
      100% of iOS devices, per type, being so iDentical! 😉

      1. Ha! Good one!

        But, of course, don’t think I hadn’t thought of that, too. Since we are talking about the affect of the devices on the user, I think we get into a Gropius vs Wright point of view. This is about philosophy, strategy, and affect.

        The affect of iPhone, at least in the beginning, was the competition actually seeing growth, too. Blackberry and Nokia actually saw increases in user base. What swallowed them was Android. Just as Windows swallowed the competition on PCs.

        Then look at how Windows is used in business. MS Office. What do you think all those commercials are talking about when they say “real work”? Apple became _part_ of the computing landscape, giving choice and empowering the individual. (Frankly, I give Linux the same kudos, but in a different fashion.) Windows imposes their philosophy on the OEMs, forcing OEMs to all create the same thing.

        And not only are vendors not allowed to be individuals, neither are employees. What is more antithetical to the corporate workspace than the individual? Why do you think Apple has such a hard time in the enterprise? Apple is focused on the individual. Windows is concerned about the corporation. (This is why I am concerned about the whole IBM/Apple alliance, although only time will tell about that).

        iOS devices are the same in an singular designed effort to keep computing invisible to use, just like Frank Lloyd Wright’s design philosophy. Windows imposes computing in its usage, forcing out the individual, just as Gropius sought to remove the individual in his architectural designs. I have no doubt, if Gropius were alive today he would be an avid Windows fan. Windows is like the worst of Apple and the worst of Linux, all rolled into one!

        Joe

        1. I share your concerns about the IBM thing, but it might work. Greater minds have fashioned this, not just on a whim. It also might suit IBM to make sure it works as a giant fu to Microsoft, thanks for the knife in the back bill & steve (b).

      2. Put more succinctly, what empowers Apple and Linux is empowering the end user. Only difference is Apple and Linux are each appealing to a different end user. What empowers MS/Windows is clones and drones.

        Joe

  12. Think business models, not technology. In smartphones, Apple has the high end. Android has the low end. There is no room for a the Microsoft business model in phones.

    When you’re late to market, you don’t compete by slightly differentiating and iterating. You compete by creating a new market and being the first to dominate it (or by being a fast follower). The mobile phone wars are over. Microsoft needs to focus on what’s next and stop focusing on markets that they’ve missed.

    1. Actually Apple is really only selling here in the states. Do research windows phone outsells iPhone in a few markets.

      Also the galaxy isn’t high end? I think more galaxy phones have sold then iPhones these past couple years.

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