Microsoft's Windows Store may have reached 100,000 mobile applications, but former Windows head Steven Sinofsky said the company still has a long way to go to win the hearts and minds of developers who are increasingly writing only for Apple's iOS and Google's Android. "In discussions with entrepreneurs ... it is clear the approach to cross-platform is shifting from 'obviously we will do multiple platforms' to thinking about which platform comes first, second, or third and how many to do," Sinofsky wrote in a recent blog post.

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