Microsoft is Microsoft's worst enemy by far IMO. They have something that Apple doesn't have, both market share of their OS which users are familiar with and a REAL OS on a tablet, the problem is that MS has made so many mistakes.
1) Releasing Windows RT, it's a mistake to compete with iOS directly like this, especially when your ecosystem is far inferior, they also fragmented the market heavily and really confused consumers, bad move.
2) Not concentrating on Atom powered Windows. These tablets run the FULL version of Windows, good and bad, but have the same battery life, weight, size, form factor, etc of an ipad. Instead they concentrated on the utter junk that is Windows RT, and on the Surface Pro, a tablet which is a horrible tablet, and a subpar laptop. Instead they let the OEM's have the Atom picnic, and they screwed it up releasing them very very late and making the windows 8 launch look stupid with only RT there. In addition driver support from the OEM's is poor at best, although I'm not sure whether to blame the OEM's or MS for this.
3) Releasing Windows 8 and Metro half baked. MS should have either 1) concentrated on making the desktop finger friendly and never released Metro, OR 2) finished Metro properly so it was a full OS and ditched the desktop. Now you have confusion among consumers, which do I use? when? how? why?
4) Really really stupid interface/program decisions. Metro start screen is just a huge mish mash of ALL your programs and subprograms, there is an anemic attempt at organization with being able to group programs, but the reality is you can easily have hundreds of programs you have to scroll through, not very intuitive. Simple completely DUH solution? Folders?!?! I mean even iOS and Android have folders which allow you to organize your desktop somehow, and the entire concept of windows is based on being able to organize things into folders and subfolders. This same stupid concept carries over to Internet Explorer with their system for pinning favorites, once again they are just haphazardly thrown into a pinning page so you have literally have hundreds of pinned sites with no options for organization. Just simply baffling.
MS seems to be concentrating on the wrong stuff, one of the first things they NEED to be concentrating on is the scaling, high resolution on a small tablet screen is awful in windows, especially when you try to use the desktop or any legacy program. This is hamstringing one of the most powerful features Windows tablets have over every other tablet on the market.
It's just stupid stuff like this that I cannot fathom and why I say Microsoft is Microsoft's biggest enemy. IMO I think there are a lot of consumers out there who have suffered with iOS these last few years because it was the only tablet, but would have preferred a real OS. Certainly there are a lot of users who are happy with a consumption tablet like the ipad, and will be always happy with that as I'm sure Apple will always have a huge market share, especially in light of their beautiful hardware pedigree. But I still think there is a very healthy market for consumers who want more than just a consumption tablet.
I don't think it's too late, if MS can get a Haswell and/or Baytrail Surface Pro 2 out by this holiday season, and if they can fix their scaling issues and make Windows 8 truly usable on a tablet they stand a chance to really increase their market share. Apple has already tipped their hand with iOS7 and it's clear they are only interested in superficial changes, certainly they are not even considering something crazy like OSx on a tablet, even Android is rapidly passing them by each passing day in functionality.