Besides the confusion with Windows Phone that someone else here mentioned, 2003 was a different era. We have Windows today, but it represented something else b

Besides the confusion with Windows Phone that someone else here mentioned, 2003 was a different era. We have Windows today, but it represented something else back then. There weren't really other good examples of full-blown computing at the handheld scale back then. Yes, there are some arguments to be made for other platforms, but let's face it, having Windows in the palm of your hand would have meant the power of a desktop/laptop in your hand. Today, and even starting ~15 years ago, the novelty of having any particular operating system in the palm of your hand largely diminished in favor of whomever could do it right, regardless of what the underlying OS was. In other words, a diminishing number of everyday people are loyal to any particular OS or architecture. If anything, calling something else "Windows" will give them the wrong set of expectations. At best, it will make people expect it to mimic Windows, and at worst people will associate it with things like viruses, blue screen of death, etc. A totally new name would have given Microsoft's phone line a clean slate in terms of branding.