Clearly Microsoft cares about Windows Phone. Nokia does too, and you could make a strong case that HTC does based on the effort it put into launching the 8S and 8X twins.
But what about Samsung? Yes, there's the ATIV S, but come on – compared to the fuss going into the Galaxy S IV launch, it's hardly like Samsung has pulled out all the stops to make its Windows Phone flagship a real world-beater.
That makes sense, of course, when you look at the kind of numbers each of them is likely to sell. Even if the ATIV S does well, the Galaxy S IV could well shift more in its first month than the ATIV S does in total.
Where it gets interesting, though, is when you factor in Samsung's own Tizen platform, which is causing some to question whether Samsung actually wants Windows Phone to succeed at all.
One such doubter is Detwiler Fenton analyst Jeff Johnston, who argues in a note to investors picked up by Barron's that “there is no evidence that Samsung has any interest in seeing the Windows Phone platform succeed”.
“Having a successful Windows Phone 8 platform only means it will have another mobile platform (backed by deep pockets) to compete with,” Johnston reasons.
“Samsung has a long way to go before we can take Tizen seriously however one thing seems certain, it is going to keep its foot on Microsoft's throat as it pours money into Tizen.”