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The 2010 "phone wars"
(lemmy.world)
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They did, about three times, each time abandoning it before the ecosystem could stabilize.
Admittedly, the last time nobody even wanted to buy in because everyone expected them to drop the OS within two years. Which they promptly did.
They never build something with the attitude "Let's make the best thing for the consumer!"
It's always "Let's make the best thing for the consumer... Buuuut we also need to integrate this fuckery here!"
It's no way to break into a market where you are far behind. You need to put consumer needs first. Period.
The last Microsoft product that actually is good is VS Code. It was build with the end user in mind and quickly took up steam.
In today's climate with so much competition, you can't half ass things, just because "you're a big player". Microsoft refuses to accept this reality.
Windows 11 is the next step in the process of them fucking up big again.