I don't even think it's on purpose, at least not for most companies. Depending on where you are in that area, Microsoft might as well not exist. When these people say "everyone uses [Apple product]", it's because that's literally all they see. And the people who are leading those companies now, grew up with the mindset that Microsoft is the next IBM, therefore uncool and really not that interesting or relevant for the goals they want to achieve. That's entirely on Microsoft and is not something they can change in a year or two.
Back in 2010, they had a chance with Windows Phone. Not a big one, but it was there. They wanted to be the third mobile ecosystem and they launched with a beautiful, but ultimately "okay" product that was lacking in major areas (no copy/paste, no CDMA). That in and itself wouldn't have been so bad, if they had a good foundation to build upon. Instead, it had a weak foundation (updated Windows CE kernel from Windows Mobile, limited to 512 MB RAM, 1 core, Silverlight apps) that got in developers' ways and had to be scrapped. It was lipstick on a pig. Old phones couldn't be updated to 8.0 and developers had to basically maintain two code bases for 7.x and 8.0. But 8.0 was great! NT kernel and stuff! The merger of Windows and Windows Phone! A gazillion new APIs, better UI, latest and greatest hardware. And then stuff happened, Lumia 520, something something emerging markets, more affordable phones, Windows 8 bombed and I don't even know what else to say.
Like me, who's rambling like a madman, they lost the plot somewhere down the line. 18-24 months without a new flagship (depending on your region and carrier), they bought Nokia, just so they wouldn't launch high-end Android phones and a third reboot with Windows 10 and nothing to show for it.
Microsoft has great services and products, and the people growing up today, who are going to lead tomorrow's Snapchat or Uber, might have a different opinion of Microsoft. They might be in their ecosystem, use their tools and services. But what I'm still not seeing is the incentive for these people to invest into Microsoft's platform. Why build universal Windows apps?
tl;dr: Windows Phone is dead.