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How Will Microsoft Fight the iPhone and Android?

Microsoft Windows 10 Smartphones

Microsoft announced massive restructuring plans for its mobile division earlier this week, which come with an equally impressive write-off. But that doesn’t mean Microsoft is ready to admit it has lost the battle with iPhone and Android just yet. The company will continue to manufacture Windows handsets in the coming years, focusing on three categories of smartphones, and severely limiting the number of new releases.

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A person familiar with Microsoft’s plans told Bloomberg the company will launch only up to six new smartphones each year. That’s one or two models per category, with Microsoft looking to focus on business-focused devices, low-price smartphones, and high-end handsets for “Windows enthusiasts.”

Many rumors have suggested that high-end Windows 10 handsets are in the making, and Microsoft confirmed as much in previous months, without revealing any details about them. So far, the company focused on entry- to mid-range Lumia-branded handsets.

Microsoft releases about one handset per week at this time, when counting variations and geographical markets, the person said. However, the company wants to exit the locations and carrier deals where it hasn’t been successful in the past – Microsoft will keep making phones for the U.S., because of the market’s size though.

Chris Smith has been covering consumer electronics ever since the iPhone revolutionized the industry in 2008. When he’s not writing about the most recent tech news for BGR, he closely follows the events in Marvel’s Cinematic Universe and other blockbuster franchises. Outside of work, you’ll catch him streaming almost every new movie and TV show release as soon as it's available.