I understand Microsoft's business interest in entering this space, but at this point there seems to be quite little incentive for consumers to switch from Apple

I understand Microsoft's business interest in entering this space, but at this point there seems to be quite little incentive for consumers to switch from Apple and Android phones. The success of this project seemed dubious for several reasons, not the least of which is the dependence of so many apps on specific functionality of the Google Play Services API, which is subject to change. But even if Windows phones could run all Android apps perfectly, this only solves the issue of Android's entrenchment. What feature could a Windows phone offer that competing phones do not? There is the questionable justification of "integration" with Microsoft's desktop offerings, but honestly much of this functionality is already available. If there is some great boon to this that justifies the cost of the switch for users, it isn't obvious.