I think after Windows 7 they tried to get into the mobile market for a while so they changed a few things to make Windows work with touch input. But then they realized that they were not up to the task of dealing with actual competition because it requires actually making a good product, so they retreated to their desktop comfort zone where they’ve had a monopoly since forever due to exclusive software and user habits and started to cash in on it by plastering everything with ads. Meanwhile, they pulled out the few skilled developers to have them work on cloud stuff with Azure, because at least after they accidentally lost the emails of the european parliament to a chinese intelligence service without any consequences they know that nothing threatens their dominance over the market