The iPhone was a watershed technology, no phone previously used the finger as an input device. On top of this simple innovation Apple got it right with a simple to use interface that offered features and capabilities not seen in any other phones at the time. This is why it rose so quickly. W7/8 is not such a product, it is a me too phone coping the success of the iPhone. For it to catch up it needs to be capable and cheaper (Android) or better then the iPhone. It is neither which is reflected in its poor sales. The market is speaking, it is only a matter of listening.
The MS tablets, before the iPad, were niche market units that failed completely when sold to the masses. They were heavy, had short battery lifes, a poor OS interface, running programs designed for mouse keyboard use with a touch screen and finally they were more expensive then a laptop. Apple solved everyone of these issues with the iPad and again was rewarded by the market. The Surface faces the same obstacles as the WM7/8 phones, it does not off many advantages with multiple disadvantages for the same price. Again no compelling reason to buy.
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