Satya Nadella, the CEO of Microsoft, has openly admitted that the software giant made significant errors in its mobile strategy. This acknowledgment marks the third time a Microsoft CEO has confessed to major mobile missteps. Under Nadella’s leadership, the company recognized that its exit from the mobile phone business, particularly its failed acquisition of Nokia’s phone division, could have been handled differently.

Nadella, who took over the role of CEO from Steve Ballmer in 2014, reflected on this in a recent interview with Business Insider. When asked about a strategic mistake or decision he regrets, Nadella specifically mentioned Microsoft’s departure from the mobile phone market:

“The decision I think a lot of people talk about – and one of the most difficult decisions I made when I became CEO — was our exit of what I’ll call the mobile phone as defined then. In retrospect, I think there could have been ways we could have made it work by perhaps reinventing the category of computing between PCs, tablets, and phones.”

This admission reflects the evolving landscape of Microsoft’s approach to mobile technology. While Nadella expressed regret about the mobile phone business, the company has since moved in different directions in an attempt to adapt to the ever-changing tech industry.

Microsoft officially confirmed the discontinuation of Windows Phone a few years after the Nokia phone business write-off. Six months after this decision, the fate of Windows Phone was sealed. In response, Microsoft introduced Android-powered devices such as the Surface Duo and Surface Duo 2. However, without a clear successor in sight and lacking essential software updates, the future of the Surface Duo remains uncertain.

Notably, Satya Nadella is the third Microsoft CEO to publicly acknowledge the company’s missteps in the mobile arena. Bill Gates, the co-founder and former CEO, admitted to Microsoft’s “greatest mistake ever,” losing to Android, a platform that Google acquired in 2005. Former CEO Steve Ballmer also expressed regrets about not shifting the company’s focus to mobile technology earlier.

In the last decade, Microsoft has redirected its efforts toward app development for Android and iOS. The company continually updates its Phone Link app to connect Android and even iPhone devices with Windows. Microsoft also maintains a close partnership with Samsung, ensuring that its mobile Office apps are preinstalled on Samsung’s Android devices.

The acknowledgment of past mistakes underscores Microsoft’s commitment to adapt and innovate in the competitive tech industry. As the company continues to evolve its mobile strategy, the lessons learned from its previous errors will play a crucial role in shaping its future endeavors in the mobile space.