Re: People are not nearly as locked in to iOS and Android as the author believes
I am surveying power users, certainly. I never once claimed that all users fell into the "costs hundreds to switch" category. You inferred more than was stated.
A significant portion, however, certainly do have over $100 in apps...some of those apps being made by Apple themsleves. (Thus wouldn't be paid out to developers.) iWork was a frequently purchased Major Application, weighing in at between $60 and $79 depending on purchase price! (And there's *still* no decent office package for Android!)
iWork uptake is significant amongst business users of iDevices. It was the #1 most frequently purchased app amongst those I surveyed. I emphatically did not restrict my survey to IT types, however, I very much so did survey individuals who were using their devices for work purposes.
The cost of switching apps alone for someone who is using the device primarily as a phone may not be that high, however, amongst phone-dominant mobile users I found that there was a significant usage of apps with no direct port to alternative ecosystems. This presented as strong a barrier as the cost of moving.
I also stated in my comments that the cost to move was predominantly from tablet users, as they buy more applications...which was also the focus of the article, as - quite frankly - tablets are where the money is in mobile. (The Smarphone market having largely been saturated, with new acquisitions predominantly coming from the poor who aren't much of a consideration anyways.)
Phones fall into two categories: individuals who purchase high-end phones outright and treat them like tablets (mostly Samsung users with Phablet-class devices) and contract-clangers.
Contract-clangers don't buy apps. They don't buy phones, either. They get a phone tied to the cycle of their contract and mostly seek out low-end-or-free stuff. They're cheap, and - to be blunt about it - they have fuck-all for disposable income. They are not using "a smartphone." They have an MP3 player with a web browser that can type texts and make phone calls. They emphatically do not use it as a portable general computing device and won't for at least another refresh, probably two or three. This category or user is completely irrelevant. There's no money here unless you're Google and going to advertise at them.
"I bought my phone outright" types typically can be lumped in with tablet users. They purchase applications. They use the device for more than just web browsing, Youtube and listening to MP3s. This is where the money is. It's also where the business usage of mobile devices comes in...and this category is fucking exploding at the moment. (Though that will change soon. Growth will taper off in two or three years.)
While survey work leads to generalisations and generalisations by definition don't address edge cases the following is largely true:
1) People who don't buy a lot of apps predominantly are "phone" users that treat their device as an MP3 player with benefits.
2) This category of people don't have money to spend and aren't worth chasing unless you have a long term strategy based on locking them in (or are advertising at them.)
Microsoft is never going to convert this group because:
1) This would require Microsoft to have a coherent long term strategy to attract, retain and then monetise the milled masses of people with negligible incomes
2) This would require Microsoft give lots of useful software away for free that would be better than what Apple and Google are giving away for free
3) Every passing day has the user's data increasingly integrated into someone else's ecosystem
4) Even a few low-cost apps are a barrier to changing providers if you have little money and the devices cost roughly the same
5) Familiarity with UI and extended ecosystem apps becomes a factor holding even "cheap-o" smartphone types in place
6) "Cool factor"
So you, personally may be both a Microsoft fanboy and have no problem moving from A to B. You are an edge case.
Device and ecosystem loyalty is strong, especially amongst tablet users and high-value smartphone users. It is increasingly strong amongst the low-end as well, though the reasons become less economic as you move down the value chain.