The idea was that by creating a mobile version of Windows 10, Microsoft would create scale for developers, making it economically viable to port their apps.
Getting apps was only part of the problem - retaining them seemed to prove equally hard - and Belfiore's frank admision is that Windows Phone's "volume of users is too low for most companies to invest". The problem has escalated so much so that even Microsoft has disbanding the operating system in favour of Android and iOS for a couple of its apps.
Belfiore's Twitter session, that started with an emoticon response to a tweet commending Edge, slowly turned into an explanation of why Windows Mobile platform failed.
Joe Belfiore head of Microsoft's "PC-Tablet-Phone" division, tweeted, "Of course we'll continue to support the platform. bug fixes and, security updates, but building new features or hardware aren't the focus", confirming the company's decision.
But the platform suffered due a lack of apps in its app store, Windows Marketplace, and the inability to offer timely updates as compared to the fast evolving Android. "Paid money. wrote apps 4 them. but volume of users is too low for most companies to invest", he added.
Meanwhile, Windows 10 Mobile will still be supported but it is highly possible that no new features will be coming.
According to the most recent sales figures from Kantar Worldpanel, Windows phones account for just 1.3 percent of the market in the USA, while BlackBerry is at 0.3 percent.
However, it appears to have finally called time on its mobile OS ambitions after a long battle. And what did you liked most about the Windows 10 Mobile?