Have you seen the new store in windows 8? The one that's the exclusive source for apps on Win8 RT?

If you have, then it's painfully obvious that they want to do everything to emulate Apple's model. It's only logical that the constant failure of WP7+ makes them do the same thing they did with tablets and the Surface.

What they fail to realize that you can't build market share like this. The store's offerings are really pathetic, and developers need to jump hoops just to get in. Doing their own phone won't help that. Especially if they choose to price it like the Surface (premium prices for an inferior product).