I see Microsoft as not just falling victim to its PC-centric view of the universe, but something you could call the “inevitability of Windows.” Ballmer acted like people were pre-programmed to love Windows, and the mere act of including Windows made a device more desirable (see the “it’s a PC!” line for early Surfaces). It developed and marketed its mobile platform on the assumption that the Windows link automatically made its devices more desirable, when in practice it made little difference (or was even a turn-off).
The hilarious bit was watching analysts who shared that mindset. Remember when IDC and Gartner assumed that Windows Phone would overtake iOS (and possibly Android) and the only real reason was “because it’s Microsoft?” They assumed that the mere presence of Windows was enough, as if Microsoft would inevitably have a monopoly in every market it entered. Took them years to realize that Microsoft had missed the boat.
