In case you've been out of the loop, popular opinion suggests that Nokia and Microsoft are getting ready to launch Windows Phone 8 in just a few weeks' time. September 5th could be the big day with more than one source supporting the rumors. While it's definitely sooner than anyone was expecting, it's a bigger deal because Apple is planning its own event just one week later which is where the next iPhone will most likely debut.
But will beating Apple to the punch really matter? A PhoneArena editorial from a few weeks ago discusses just that possibility, and whether or not Microsoft is making a mistake by taking Apple head on. Here's the word of caution author Michael H. shares about the risks Microsoft and Nokia face if they plan to leapfrog a more dominant competitor:
Announcing first doesn't help to put the product in the market faster, it just serves to take attention away from Apple, and attention is an extremely fickle thing. In general, attention doesn't go to the best thing, it goes to the established thing. So, even if Microsoft can show off something incredible at Nokia World, that doesn't change the fact that Windows Phone holds an extremely small portion of the market, and Apple is still steering the biggest hype machine around.
Continuing through the editorial though, he goes on to say that the rumored Windows Phone 8 launch could make a dent in Apple's plans if, and only if, they have something to show that will be better than the next iPhone, at least in some aspect. That'll be a tough goal to reach but if they can pull it off it could be very rewarding. Other suggestions include hammering down the 'shared core' message of Windows Phone and Windows 8, as well as doing a cross promotion between the two. We recommend you give the editorial a full read at the source link below.