I'd say it's important to remember in the 1990-2000's - its been documented that the bulk of their Windows OS capability was selling to corporations through ent

I'd say it's important to remember in the 1990-2000's - its been documented that the bulk of their Windows OS capability was selling to corporations through enterprise sales and support channels. Windows OS for consumers was a bit of a pull through, tag along. Zune perhaps was the first consumer first product launch which was less than a success. Ballmer just wasn't a great customer facing guy. I think now (in the 2020's) they've put in a solid effort to shore up their cloud business and they have about a decade of experience with direct to consumer through Xbox and Satya Nadella seems more similar to Tim Cook in terms of leadership. It could be interesting if they seriously tried again in a commoditize your complement strategy - but perhaps that ship has sailed.