Re: Changing name into "Surface" won't make it any better.
> the decision was that it was much more cost effective than Apple
Of course it was. Nokia phone division never made a profit in any quarter with WP in spite of getting a $billion a year from Microsoft. That was because they sold at a loss in order to make any sales at all. Microsoft seem to still be selling them as a loss leader to try to keep their business intact. Letting Apple or Linux (Android) into 'their' sites would be the thin edge of the wedge (BB was neutral because it was only phones).