It's hard to see any manufacturer seriously revisiting the Windows story on mobile platforms. It has died a couple of times already, and for a casual observer it looks like Microsoft is more committed to Android+iOS story now too.
Yes, but the big difference this time around is that it's the same Windows as on the desktop with the ability to run desktop software. You get mobile plus desktop on the one device which is something Microsoft's better positioned to deliver on than either Google or Apple. And because of that Microsoft will finally start succeeding on mobile.
That was the story with Windows Phone 7 and Windows Phone 8 too, and it never happened. Believe me, I bought into the ecosystem and was a true believer. And it never happened.
But again, the difference is that it's full Windows 10 on ARM with x86 Win32 emulation. You can take your 32-bit Windows x86 software and run it with no changes needed if you want to. You don't have to buy into any new ecosystem because there is no new ecosystem.
