Well that took long, didn't it? Microsoft has flatly denied suggestions that it plans to follow up on the Surface tablet with a similar home-brew smartphone, saying it's perfectly happy with the Windows Phone partners it already has.
This after sources inside Microsoft allegedly revealed the company was sniffing around for a hardware partner to produce an MS-branded handset to showcase Windows Phone 8 Apollo.
That's according to analyst Rick Sherlund of Noruma, anyway, who made the claim in a note to investors late last week, prompting a flurry of media speculation.
But Microsoft clearly isn't having any of it, with Windows Phone senior marketing manager Greg Sullivan ruling out a Microsoft-branded Windows Phone in an interview with Information Week.
When asked directly if the company had plans to follow up its move into the tablet market with a similar foray into the smartphone world, Sullivan responded plainly: “no, we do not”.
“We have a strong ecosystem of partners that we are very satisfied with,” Sullivan added.
It's that last point that's the important one here. While the tablet market remains for a large part unclaimed terrotory, the smartphone industry is a different story altogether.
And considering how hard Windows Phone has had to work to claim even a modest slice of smartphone pie through established brands such as HTC, Samsung, LG and Nokia, a Microsoft smartphone will at best take much-needed sales away from other WinPho devices, and it worst fail to make any impact at all.