[ckz]

IMO your last line there really hits the nail on the head with what I saw both on the ground and in the data.

Windows Phone was absolutely crushing it with first-time smartphone adopters, but for folks switching it was tougher, because WP didn't use depend on the whole "grid of siloed apps" concept as much. If you'd already used an iPhone, it took a second to unlearn.

And considering anyone making smartphone apps in 2010 was still on the early-adopter side of the curve--they'd already experienced that way of using a phone. There were still a lot of first-timers in the following 5 years, but the folks at the agencies and companies making the software weren't them.