Microsoft wants to discard Windows Phone brand: main push windows

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Under the leadership of new CEO Satia Nadra Satya Nadella, Microsoft has embarked on a new journey to build a "Windows core", a unified desktop and mobile platform. It now appears that Microsoft has speeded up its move towards a "brand", most notably by slowly diluting the Windows Phone brand and using a simple Windows brand instead.

In Microsoft's Lumia ad 6 months ago, Microsoft's final emphasis was on Windows Phone, as shown below:

In the brand new HTC One M8 ad, Microsoft no longer mentions Windows Phone, it is directly branded as a Windows brand.

Microsoft analysts and the media are of the view that under Microsoft's new policy, the future of Microsoft's brand of everything will be windows, such as Windows Phone phone phones will be called Windows.