Microsoft may have wooed us with its ambitious vision of the future at this year’s Build conference, but there has been one notable absence throughout the entire event: Windows Phone. Microsoft’s Executive Vice President of the Windows and Devices Group, Terry Myerson, did say that Microsoft’s focus was not on Windows Phone this year, but he also pointed out in an interview with The Verge that it is not the end of Windows Phone.

“If you wanted to reach a lot of phone customers, Windows Phone isn’t the way to do it,” Myerson said, but added that in the future Microsoft would do some “cool things with phones.” In spite of this, pundits have pointed out that the complete snub of Windows Phone does seem a little excessive.

When it was announced that Microsoft was making Xamarin free in Visual Studio – Xamarin is a platform provider for mobile app development – the speaker mentioned iOS and Android, and though this was a Microsoft event, there was no mention of Windows Phone. Given Windows Phone’s tiny market share compared with the aforementioned platforms it’s not surprising that developers will be looking in two directions, nonetheless, the omission was probably telling of Microsoft’s mobile ambitions.

Am I the only one using a Windows phone at the #build2016? So many Android/iphone…

— Rudy Huyn (@RudyHuyn) March 30, 2016

TechCrunch pointed out another instance of note concerning Windows Phone, none of the demos used one. Windows Phone never appeared on stage at any time. On top of this TechCrunch says, “I didn’t spot a single Microsoft staffer with a Windows Phone either. That, I’ve got to say, has to be a proper kick in the teeth for people who bought Lumia devices after they took Microsoft at its word when it said it was doubling down last year.”

Build 2016 has been a fascinating ride so far in spite of the missing phone platform, with impressive developments in Azure Cloud, inspirational speeches about a holographic future, and news about additions to Microsoft’s Cortana Intelligence Suite. Microsoft may have finally realized that its best to stick to what you are best at.

You can watch the rest of the event here.

Photo credit: Willi Heidelbach via Flickr