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But when the iPhone came out it opened a whole new market with no comparable competitors to speak of. Android likewise was the first real option to the iPhone and was open source which helped its growth. Now, both platforms are well established, have large App environments and have good reputations. W7/8 comes to the party very late with few apps, no real advantages, same costs and the Windows reputation baggage to deal with. There is just no real compelling reason to select a W7/8 phone over the competition.