How? Even Microsoft would go quickly bankrupt trying to buy out every mobile games developer. Apple and Google don't have to write checks to get games. The task is you have to convince every developer real and theoretical to code for an OS with like 2% marketshare.
It's just like... some people will use WinE to run MS Office on Linux before Office 365. While it won't lure Windows user to switch to Linux, at least it won't block them if they try.
Linux has a tiny marketshare on the desktop. It proves my point really. Not for lack of investment either. IBM spent $1 billion dollars marketing Linux (generic Linux, not just server OS), eg this ad:
Plus you have Google and Apple to some extent trying to eat into Windows desktop share. Maybe they've been a little more successful in recent years, but Windows desktop is still far and beyond everything else in usage. Why? Same reason why WinPh has no luck. Network effect. Chicken and the egg. Nobody knows how to beat it. Billions of dollars in marketing and engineering don't help.
Yeah but MSFT could try more deals/writing checks to developers (-$$), more billboards (-$$$$), to promote an OS that due to a strange set of affairs MSFT makes less per handset then from Android (-$$$$$$$). Not the winning strategy for an organization presumably out to make a buck. But I'd like to see a major example of the network effect being overcome in the tech industry personally, but I ain't betting anything on this one.