Microsoft's Windows might be the most used operating system on PCs, but on mobile it's presence is basically non-existent. As such, they aren't going to hit their target of installs by 2018.
According to Microsoft, Windows 10 would hit the 1 billion user mark sometime by 2018, and for that they need to sell about 50 million smartphones a year. That seems to be way to optimistic, since Android and iOS dominate the smartphone market in such a way that its hard to see other players coming along to challenge them.
To make things worse for Microsoft, when people go to buy a new smartphone they usually go looking specifically for either an Android or iOS device. There aren't enough people who go looking for a smartphone powered by Windows powered one. Apps are one of the reasons for this, since most developers just focusing their efforts on Android and iOS(with a few just releasing their app on just one of them).
It seems that Windows is doomed to either be a niche mobile OS, or to become a footnote in the history of mobile OSes.
Yet, that people become aware that there they can choose what OS their smartphone runs, and that they are free to choose, might transpire to the PC and laptop market. Specially when more computers running macOS or Chrome OS becoming more mainstream.
While I don't see Windows going away completely on the PC market, or PCs going completely going away, I do see an opportunity for more players actually being active on the the PC market.
At the end, users might be the ones who actually have the most to win out of this.
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