The irony of this is that historically, the only reason Windows survived and became the dominant OS was because it ran on hardware from multiple manufacturers and software from any vendor. It is literally the reason the PC beat the mac the first time.
This new Microsoft strategy to try and copy everything Apple is crazy. Those things are not strengths of MS. They are not innovative hardware designers. They already have an entire industry of software manufacturers - dont alienate them with this UWP store BS.
Instead of trying to copy Apple, they should focus on why people choose to use Windows and make that better.
For example, gaming. No one games on a mac. No one. Their graphics are like 3 generations behind.
Embrace PC Gaming and make it a focus of advertising and development.