story
Microsoft - a multi-trillion dollar company, number 2 in the world by market cap, second to AAPL and several positions above Google - tried really hard for several years to wedge their way into the mobile phone OS game with Windows Phone, adding a third entrant to the market. They had name recognition, an easy win for integration with user PCs, several compelling features, partnerships with huge, vertically integrated hardware manufacturers, and an enormous base of IP for programming. But, in the end, they failed.
Just because people have a desire for a thing to exist does not make that thing exist.
I'd love it if there were another company - call it Pear or something - that was just like Apple but allowed my Garmin watch to reply to encrypted messages, integrated smoothly with my Windows and Linux PCs, allowed sideloading apps, alternative browsers, adblock, and which gave me a whole lot more customization options. I've got the will. Now where's my phone?