It's fresh, it's bristling with newness, imagination and user friendliness. But will any of the gleaming new Windows Phone 7 Series devices, expected towards the end of 2010, really be able to convince iPhone users to lay down their Apple mobiles and surrender to the Microsoft-powered onslaught?

Unveiling the iPhone back in 2007, Steve Jobs described it as a "revolutionary and magical product that is literally five years ahead of any other mobile phone". Three years later, Microsoft has seemingly done some serious catching up. But despite a neat interface, usability never experienced before on a Windows-powered smartphone, and a stack of user-orientated features, Windows Phone 7 Series is still unlikely to capture the hearts and minds of Apple iPhone users.

Here are 10 reasons why:

1. The Apple factor
   It's from Microsoft, not Apple. No matter how good the user interface or gadgetry, the "cool factor" tied to packing an Apple-crafted handset will take a huge amount to overcome. Microsoft has not managed it so far, nor has any other manufacturer at this point. As terrific as Windows Phone 7 Series look, we still don't think it has what it takes to convert any significant amount of Apple enthusiasts.
   
2. Design
   Ok, so Microsoft has revealed an impressive list of manufacturers it already has onboard for Windows Phone 7 Series. But have you yet seen any of them produce a smartphone as elegantly proportioned and stomach-lurchingly desirable as the iPhone? Thought not.
3. What's coming next
   Nine months is a very long time in the smartphone world. By the time the first Windows Phone 7 Series devices hit stores, all the other smartphone platforms will have moved on. Steve Jobs was recently reported as claiming that the smartphone opposition won't be able to keep up with the next iPhone updates. The next generation of iPhone hardware will have been around for some time by Christmas 2010, and we expect there'll be a whole new set of iPhone device rumors swirling around by the time the holidays roll around.
4. Over 3 billion apps downloaded
   Who wants to throw away all the apps they've bought and downloaded? More than 3 billion iPhone apps have already been downloaded worldwide, and we don't expect many iPhone owners will be keen to ditch all that investment to switch. Apps bought for the iPhone -- or any other smartphone system -- won't be compatible, so swapping devices will mean saying goodbye to all that and hello to more download expense.
5. But will there be enough apps?
   The iPhone App Store offers over 140,000 downloadable applications. It's going to take some time and effort for developers to get up to that sort of software offering for the next generation of Microsoft-powered smartphones. Particularly as developers could be making much money over the 9-month Windows Phone 7 Series gestation period by instead putting their time and resources into developing apps for the iPhone OS, Android, Symbian, BlackBerry, Palm's webOS and so on.
6. No Mac support
   Sure, not everyone who owns an iPhone also has a Mac, but there is a significant proportion worldwide who do. The lack of Mac support you can expect from a Microsoft-powered smartphone system is going to reinforce a lot of Apple-user antipathy towards the new Windows Phone 7 Series platform. And it won't work with iTunes either.
7. What's really new?
   Despite a complete re-imagining of  Microsoft's Windows Phone operating system, what can it offer that's really new, and that hasn't been done before by the iPhone, Android or other smartphone platforms? Getting its user interface to work effectively doesn't necessarily mean that Microsoft has reinvented the smartphone experience. And while Xbox LIVE support may appeal to a new gamer audience, the Zune functionality onboard is unlikely to trump the iPhone's music player.
8. Where is it going?
   So there's a Bing button built in as standard? Does that mean we have to use Microsoft's search engine rather than one of our own choosing? And what else in there has Microsoft tied up? Will there be restrictions on certain types of applications? There's still a lot we have to find out.
9. It'll be too businessy
   All right, there are loads of consumer friendly apps and a user-centred user interface, but can Microsoft resist bulking up its Windows Phone 7 Series platform with stuff to appeal to enterprise users -- currently a hugely important market for the ailing Windows Phone operating system? The spread of manufacturers getting involved suggests there'll be plenty of form factors available, but the basic device requirements could shift the OS' appeal too much towards business users.
10. ...And the name
    "Hey, what's that in your hand, is it an iPhone?"
    "No it's a Windows Phone 7 Series HP xxxxxxxx."
    Catchy, huh? It may have completely overhauled its smartphone operating system, but some Microsoft habits sure die hard...