> While it may be true that the OS itself isn't really a cash cow anymore (if it ever was), I still think Microsoft's greatest failure of the previous decade was exiting the smartphone OS space and ceding it to Google and Apple.
I mean, Microsoft was too early and too late on smartphones. I never cared to look into the pre WP7 history.
But the more recent Windows Phone died with WM10, which I don't think is fair to blame on Balmer. WM10 came out in public beta in Feburary 2015, and Balmer was replaced in February 2014. Microsoft eliminated their legendary testing program in August 2014, and the WM10 betas and release in November 2015 had very poor quality. On my phones, I had to choose between annoying bugs in notifications in WP8 or WM10 with a subpar, laggy experience with mobile Edge that managed to be worse than mobile IE. They did manage to get a decent final release together in 2020, although mobile Edge was still crap. You can blame Balmer for not letting Firefox on their app store, I think; a browser that didn't suck would have helped me stay on WP longer anyway.
Still, I think Continuum with an x86 phone could have gotten market share, but Intel cancelled atom for phones in April 2016.