[jspaetzel]

Microsoft failed to disrupt the smartphone market because they tried doing it at a period of all time low Microsoft sentiment, especially in the developer community. If they tried it again today, it might actually work.

Apple putting a toe in the water is roughly equivalent to Microsoft's HoloLens effort. I wouldn't compare it to Xbox or even the Windows Phone. Ironically Apple might fail here because they're developer relations isn't exactly great right now and they might lose this the same way Microsoft lost mobile.