Joe Belfiore

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Microsoft’s Windows Phone vice president Joe Belfiore explains why he uses an iPhone …

It’s not the first time that a ‘Twitter for iPhone’ tag has given away the fact that someone is not using the device you might expect them to. Latest casualty of the telltale tag is Joe Belfiore, the Microsoft VP who fronts the Windows Phone project.

When The Verge ran a piece on it, Business Insider noticed that Belfiore used the comments section to share the reasons he is using an iPhone whilst on a 9-month sabbatical.

It’s very important for me to understand products like the iPhone and Android phones, which […] represent the competition for Windows Phone […] On a 9-month leave-of-absence, I have a HUGE AND UNUSUAL opportunity to get to know these products deeply. To understand the benefits and drawbacks of a full ecosystem like Windows, Android, iOS — you have to LIVE IN IT. You have to feel its strengths and weaknesses, be let down, be delighted. And you can’t do that just “playing around” with a device for a couple of days. You have to learn the UI, upload your photos, use cross-device apps and tools… all of it.

Given all this, he says, “it would be crazy not to” use an iPhone while he’s away.

His arguments of course make sense, and we have no doubt that many Apple execs also spend time playing with competitor devices for the very same reasons. But given the PR considerations, we imagine they take rather more care not to be seen doing so …

Photo: David Paul Morris/Bloomberg

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• iPhone 4S

Microsoft unveils Windows Phone 8

Microsoft’s Windows Phone Summit is happening now in San Francisco with Microsoft Vice President Joe Belfiore giving a demo on eight of the big new features to be included in Windows Phone 8. Some of the notables, as highlighted in the images above, include: a new SIM-based NFC wallet experience that will initially launch on Orange (and it appears to include iOS 6 Passbook-like features for third-party cards, etc.); Nokia Map technology for offline maps and turn-by-turn; and, an updated customizable home screen. During the presentation, Belfiore also showed the slide above (via CNET) of SunSpider benchmark results showing IE 10 on Windows 8 beating out the iPhone 4S (running iOS 6 beta—Developer NDA be damned) and Android devices.

Perhaps the most interesting thing about Microsoft’s strategy is that it is—yet again—totally refreshing. That means no single Windows Phone 7 device will upgrade to Windows 8; all current devices are orphaned. For consumers, the company did this same thing with Windows Mobile. The only difference is that Windows Phone 7 looks like Windows 8. It is a completely new ballgame underneath, and the device is actually running an entirely new OS that gets its roots in Windows NT. For developers, things are easier due to the shared libraries.