I admit that I am a bit biased. During the 8-10 years I tanked my startup by going all-in on Microsoft Store apps because I absolutely loved my Windows Phones and was convinced that they were the future, especially when Continuum was announced (and it actually worked!).
The disenchantment started when Microsoft forced developers to rewrite their apps for Windows 10 after already having forced the mobile devs to do it from 7 to 8. The hatred ramped up when they killed support for the Lumia 950XL 6 months after launch. I freaking loved that phone.
It pissed me off so much that I went to Apple lmao talk about cutting off my nose to spite my face.