Google didn't control the hardware either though so I think that's selling it short. MS lost because they weren't ruthless is copying iOS. Google won the licen

Google didn't control the hardware either though so I think that's selling it short. MS lost because they weren't ruthless is copying iOS. Google won the licensed market because basically they dropped everything else they were doing in mobile (copying blackberry) and put it all behind copying iphone. Samsung did the same thing with their Galaxy line. These are the kind of moves 80's and 90's MS would do without blinking, they understood that "second place is a set of steak knives". But late 00's MS -- spoiled on decades of success and perhaps a bit cowed by EU antitrust -- couldn't pull the trigger.