Apple got it right with Cocoa (nee Nextstep) - it’s something they have been gradually building on with incremental improvements, continuously forwards and upwards - whereas Microsoft has been launching new, short-lived and incompatible (and incomplete) platforms for the past 15 years: WinForms, WPF, Silverlight, Jupiter (Win 8.1), UWP (Win10), etc. The story is so bad Microsoft’s own flagship software has to build their own UI frameworks (Office has its own, Windows Media Center had some arcane prototype of WPF, even the Windows 10 Start Menu uses some UI+Graphics framework that’s not exposed to third-party developers).
Win32 needs some serious work - not least because Win32 is “infected” with GDI which has its own issues. WinRT was nice but nowhere near sufficient.