Microsoft is stuck in the middle of a three-way vice grip. On one side, Microsoft has customers. Lots of them. Those customers want a stable, user friendly operating system that just works and doesn’t interfere with what they want to accomplish.
On the other side is the need to innovate. If you keep giving customers the same thing over and over again, your sales are going to go down the tube. Microsoft needs to continually innovate and improve their products to keep customers coming back.
If it was simply a matter of innovating to keep customers happy that would be one thing, but the third side of Microsoft’s dilemma is competitors. Back in the XP days, there was no such thing as tablets or smart phones for Microsoft to worry about. People had PCs, and Microsoft was king of the PC.
Today, Microsoft has to compete with PCs and the other innovative gadgets everyone has including tablets and smart phones. Instead of giving users different operating systems as they did in the past, Microsoft wanted to unify its OS to operate on any device.
Microsoft’s dilemma was to figure out how to simultaneously innovate, in order to keep customers coming back for more while also improving its OS to support the new devices, in order to compete with Apple and Android, all without alienating the people who made Microsoft a success.