This. This. One hundred times, this. Owning an iPhone has meant that at the end of your two year contract, you're still getting software updates. And buying a smart phone is an investment in the eco-system. It's so simple, it's frightening that MS can't figure it out - those people who bought your product, the ones willing to give you money and buy apps from your store, keep those people happy. If you do, they will evangelize your product. If you don't those 2 years are an eternity of loathing. As a .NET dev, I want a phone I can enjoy writing software for, but they have yet to sell me on whether it's worth the investment. The Lumia is a gorgeous phone, but can they keep people using it happy for 2 years the way Apple does? Outlook not good. So I type away on slashdot via my iPhone and wait to give Apple my money for the iPhone 5s next year, sight unseen. Boring, but reliably good for the long haul.