Microsoft has released a slew of low-to-mid-end smartphones in the year since its last flagship phone was launched but the company does not appear to have given up on the high-end sector. Earlier this year, Stephen Elop, head of Microsoft’s devices business, said the U.S. technology giant would release a device when its much-anticipated Windows 10 is launched.
An exact date for the operating system has not been revealed, but Microsoft is betting big on it, pushing what it calls “Universal Apps” – a feature that allows app developers to write one code to run across all Windows devices. The hope is to increase the amount of apps on the platform and attract more users.
Microsoft has struggled in the smartphone space even after buying Nokia’s devices business last year. The Windows operating system has a 3 percent global market share on mobile, way behind Apple’s iOS and Google Android, according to research firm Strategy Analytics.
Last week, Microsoft released tools to make it easier for Google Android and Apple iOS developers to make their apps available for Windows phones as well, to boost the appeal to more developers and consumers. But after waiting so long for a phone release, Microsoft will face an uphill battle, analysts said.