Apple was considered very late to the smartphone game at the time.

Windows CE was introduced on PDAs around 1996, and was on phones by 2003, so the iPhone was arguably between four and eleven years late depending on how you define the space.

Microsoft’s dominance was a safe bet because they had never really failed to dominate any market at that point in history. Also nobody imagined that the size of the mobile market would eclipse laptops, so “Windows CE already won” wasn’t an absurd statement at all.