> Apple had/has "luxury brand" caché that Microsoft couldn't build into its stores if it wanted to, and first mover advantage on top of that.
I disagree. It takes time, money, and effort to earn people’s trust, but it’s possible. They obviously weren’t going to reverse a decade of shipping malware ridden computers, but they could have put out quality Microsoft products, and spent years earning back people’s trust.
And yes, maybe it wouldn’t work, and taking risks is part of business. But this is one of the most profitable companies in the history of the world, and they could have afforded it.
Up until the Surface line, Microsoft never shipped any computers at all, much less "malware ridden" ones. I think that exactly illuminates how high of a mountain Microsoft would have needed to climb to earn people's trust when Microsoft is also in general mainstream mindsets saddled with the problems of other company's behaviors.
But if the point was to save the marketshare of Windows phone products via retail store presence, Microsoft didn't have time, they were racing a losing money clock and the shareholders were watching retail operations worried Microsoft was just "throwing good money after bad".
I disagree. It takes time, money, and effort to earn people’s trust, but it’s possible. They obviously weren’t going to reverse a decade of shipping malware ridden computers, but they could have put out quality Microsoft products, and spent years earning back people’s trust.
And yes, maybe it wouldn’t work, and taking risks is part of business. But this is one of the most profitable companies in the history of the world, and they could have afforded it.