Are we giving strategic advice to Microsoft now?

Anyway: consumer OSes are historically cheap, and cannot be easily converted into subscriptions. So the market is low-margin, and shrinking (due to both phones and clouds). I suspect it is already unprofitable for Microsoft. So they need to exit; while exiting, ideally, sell people something else.

Which is what we observe.

The article advises them to “have a boring year” to “stop the slide” to stay dominant in a market they should have left years ago.