Microsoft makes Windows Phone 7 much more like iPhone

For a start, makers of Windows Phone 7 handsets will not be able to include user replaceable memory cards, just as the iPhone lacks this feature.

Even more signficant may be Microsoft's decision to not support multitasking, an iPhone restriction that has drawn much criticism from rival vendors. Microsoft's reason for is no doubt the same as Apple's – running applications 'arbitrarily' in the background shortens battery life between charges.

Ironically, there are strong industry rumours that Apple is planning to lift restrictions on multitasking with the next major upgrade of the iPhone, excepted this May or June.

Microsoft said that the first Windows Phone 7 handsets will appear some time during the 'holidays' this year.

And in another Apple-like move, Microsoft will insist that all apps loaded onto a Windows Phone 7 handset be downloaded through the company's own Windows Phone Marketplace.

Also, like the iPhone, Windows Phone 7 will not permit third party apps to access telephony in the background. It was this limitation which was behind Apple's controversial decision to block Google Voice from the App Store.

All in all, it's clear that Microsoft will impose much tighter control over the Windows Phone platform than it has with the Windows Mobile platform in the past. Microsoft hopes to produce a better user experience, and enjoy the same sort of control and direct access to consumers that Apple enjoys with the App Store.

The new details on Windows Phone 7 emerged from the MIX 10 held in Las Vegas, where Charlie Kindel, the Microsoft executive in charge of Windows Phone developer strategies was talking.

Kindel made it clear that, like the iPhone, the Windows Phone 7 handsets will be aimed at the consumer market, certainly initially.

'Apps that run arbitrarily in the background create an end user experience where battery life and responsiveness of the system becomes inconsistent. We focused on getting a set of experiences right where we didn't have to support multitasking, but we will over time,' said Kindel.

On memory cards he said: 'Windows Phone 7 won't support user-replaceable memory cards. Microsoft will work with OEMs to make sure that phones have enough storage for media and 3D games, but there will be no MicroSD cards for your music. Some phones could have a MicroSD locked under the battery, but it won't be user-replaceable.'