If Microsoft is serious about getting out from under it’s status as a distant also ran in the phone OS wars why doesn’t it use some of it’s huge cash flow to discount the phones for users who cannot (or not wish to) lock into a 1-2 year plan?
It’s a common scenario for a person (or their kids) to lose or damage a phone that’s in a standard 1-2 year plan , not have insurance coverage or an upgrade option left, and be looking at $500 - $700 for a new replacement unless they choose to go used on ebay, and even then the latest phones are still hundreds of dollars.
In these and related scenarios why doesn’t MS offer their new phones without contracts at $ 100 or less for year or two. Yes they would lose money on the front end, but they could buy a fair chunk of market share. Is this worse than trying to compete at market pricing rates (and apparently failing) crawling along at a tiny market share and then eventually having to shelve the whole phone competition plan and taking a gazillion dollar hit later down the line?