Not just in naming, either. MS is turning itself into a full products-and-services company, pretty much like Apple. With a major player like Samsung pulling out of the Windows RT game, and other manufacturers seeing weak sales, Surface is going to be the future of Windows on tablets. While Nokia is basically a branch of Microsoft, Steve Ballmer has said he'd consider a Surface phone if Windows Phone sales don't meet expectations. On the software front, Microsoft is (FINALLY) beginning to pull its services together under "Project Blue", which will put them all on a yearly update cycle. Windows basically doesn't exist in the mobile space, and OEM's are happy to stick with Android as their OS for phones and tablets. If Microsoft wants its mobile products to succeed, it's going to have to do everything itself.