They need to change the conversation to one of strength. Ray Ozzie (while still at MS) was excoriated in the press for saying, "Apps don't make your phone special ... All the apps that count will be ported to every one of them." But I think he's right. Almost every app that I use every day is available on every platform, or has an excellent equivalent, but there are big gaps in niche categories and games.
Of course, there's no one in the world who doesn't work for Microsoft who loves Windows Phone even half as much as people loved their Macs in the late 90's.
The fact that Microsoft took the bait of buying into the size of the store rather than going for a curatorial approach is their own doing. Laying blame on anyone but their own decision makers for the quality of their app store doesn't make any sense.
http://www.businessinsider.com/androids-dominance-on-smartph...
What's crazier, is I've come to the conclusion myself that I don't care what OS my phone runs... All it needs in terms of apps are FB Messenger, and an awesome web browser that integrates with web apps like the iPhone does when you "Add To Homescreen" (the N9 was my favourite for this). Anything else is gravy, basically.
The one exception is VSCOCam. You can pry that app away from my cold, dead hands holding my iPhone, heh.
Plus, I have reasonable belief that if I click a Play Store link from Evernote's website, I'll be getting Evernote's actual app.
Seriously it's not hard to market quality over quantity successfully is it? All app users are frustrated by low quality apps it would really make me notice if MS had a properly curated app store and said "we have less apps in our store because we value you and your time; excellence is our goal and we want our app developers to strive for that too; better quality, better performance, better life" [that sounds suitably hyperbolic].
I dislike "phablets" as phones myself, so I use a Nokia phone as a phone (much better phone quality and longer battery life) and have an Android phone as a tablet with 3G.
Also, there are lots of smaller versions of Android phones, the S4 mini might not be what you want but it sells really well over here.
http://www.codinghorror.com/blog/2008/08/quantity-always-tru...
'The ceramics teacher announced on opening day that he was dividing the class into two groups. All those on the left side of the studio, he said, would be graded solely on the quantity of work they produced, all those on the right solely on its quality. His procedure was simple: on the final day of class he would bring in his bathroom scales and weigh the work of the "quantity" group: fifty pound of pots rated an "A", forty pounds a "B", and so on. Those being graded on "quality", however, needed to produce only one pot - albeit a perfect one - to get an "A".
Well, came grading time and a curious fact emerged: the works of highest quality were all produced by the group being graded for quantity. It seems that while the "quantity" group was busily churning out piles of work - and learning from their mistakes - the "quality" group had sat theorizing about perfection, and in the end had little more to show for their efforts than grandiose theories and a pile of dead clay. '
http://www.theverge.com/2013/3/19/4124548/microsoft-paying-d...
When Windows Phone 7 first came along, a lot of the tech press liked to simply score the platforms by the number of apps.
Microsoft originally were pretty hot at stopping the 'free' or 'light' versions of apps being entered, as anything on their store can have a trail mode. From a usability perspective this is just great. However people would compare the app count against android, not discounting the android apps that were just trails etc.
So sadly, as long as people keep talking about app count, it is not in the interest of MS to cleanse it.
* not part of the press
As a geek who uses the pretence he needs to evaluate all the platforms, I've iOS, Andriod, WP8, W8 devices. I have apps that I love which are only-on/muchbetter-on one platform. It is very hard to compare and contrast them. As much as I find my Lumia 1020 the most useful, and pleasurable to use device, I also have to have an Android or iOS tablet because of a must have app (SkyDemon if you are curious).
These shortcuts, comparing just the app count, provide a way of letting people summarise the complex underlying problem.
Microsoft has a lot of talent, but it seems that too many divisions have people in power that are very, very bad at their jobs, which undermines the whole business. It's a shame, because a lot of their efforts show potential.
Windows Phone, Xbox One, Windows 8, have all had tragic blunders. The products seem to do so many things right, but suffered unnecessarily due to some astoundingly bad upper management decisions. They really need to solve that problem. I'm not sure that replacing Gates as chairman with the former CEO of Symantec, who led them through their bloat years and destroyed any good products they had, is a good start. I don't know anything about this new CEO though.