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Microsoft really wants to convince you that your phone and your PC are the same thing. But they've failed in the execution of this idea several times now.

The fact that this partnership is with the Amazon app store, not the Google Play store, is a strong hint of how serious they are about this, and how this latest iteration will work out.

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They had to partner with Amazon or no one. Amazon already has an android marketplace, and there's no way Google, who has a "competing" OS, is going to facilitate users using apps on windows. Google especially isn't going to combine the play store with the microsoft store and let MS call it the microsoft store.

The old saw was that Microsoft takes 3 tries to get it right. Don't know if it applies anymore.

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