Apple marketing is great. The average consumer knows about all the cool features on iOS. So they know about Siri, notification center, AirPlay, Mirroring, universal search. Then they go to the Windows Phone kiosk and ask where are those things and they hear back "sorry we don't have those, but we have these nifty live tiles" and the consumer shakes their head and buys the iPhone. Microsoft just has no clue what the consumer really needs.