[woahAcademia]

Apple has a significantly better marketing team too. Microsoft has struggled with their poor image, Apple embraced their poor image as "Different".

Apple also played the luxury brand card, which appeals strongly to low information consumers.

None of what Apple does could work for Microsoft.

[NoSorryCannot]

They could have played their Nokia acquisition in many different ways. What they ended up doing was killing the baby in its crib.

The fundamentals of Windows Phone were mismanaged to such a degree that brand image seems like a high concept in comparison.