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Operating system competition

The iPhone and later touchscreen-only Android devices together popularized the slate form factor, based on a large capacitive touchscreen as the sole means of interaction, and led to the decline of earlier, keyboard- and keypad-focused platforms. Later, navigation keys such as the home, back, menu, task and search buttons have also been increasingly replaced by nonphysical touch keys, then virtual, simulated on-screen navigation keys, commonly with access combinations such as a long press of the task key to simulate a short menu key press, as with home button to search. More recent "bezel-less" types have their screen surface space extended to the unit's front bottom to compensate for the display area lost for simulating the navigation keys. While virtual keys offer more potential customizability, their location may be inconsistent among systems depending on screen rotation and software used.

Multiple vendors attempted to update or replace their existing smartphone platforms and devices to better-compete with Android and the iPhone; Palm unveiled a new platform known as webOS for its Palm Pre in late-2009 to replace Palm OS, which featured a focus on a task-based "card" metaphor and seamless synchronization and integration between various online services (as opposed to the then-conventional concept of a smartphone needing a PC to serve as a "canonical, authoritative repository" for user data). HP acquired Palm in 2010 and released several other webOS devices, including the Pre 3 and HP TouchPad tablet. As part of a proposed divestment of its consumer business to focus on enterprise software, HP abruptly ended development of future webOS devices in August 2011, and sold the rights to webOS to LG Electronics in 2013, for use as a smart TV platform.

Research in Motion introduced the vertical-sliding BlackBerry Torch and BlackBerry OS 6 in 2010, which featured a redesigned user interface, support for gestures such as pinch-to-zoom, and a new web browser based on the same WebKit rendering engine used by the iPhone. The following year, RIM released BlackBerry OS 7 and new models in the Bold and Torch ranges, which included a new Bold with a touchscreen alongside its keyboard, and the Torch 9860—the first BlackBerry phone to not include a physical keyboard. In 2013, it replaced the legacy BlackBerry OS with a revamped, QNX -based platform known as BlackBerry 10, with the all-touch BlackBerry Z10 and keyboard-equipped Q10 as launch devices.

In 2010, Microsoft unveiled a replacement for Windows Mobile known as Windows Phone, featuring a new touchscreen-centric user interface built around flat design and typography, a home screen with "live tiles" containing feeds of updates from apps, as well as integrated Microsoft Office apps. In February 2011, Nokia announced that it had entered into a major partnership with Microsoft, under which it would exclusively use Windows Phone on all of its future smartphones, and integrate Microsoft's Bing search engine and Bing Maps (which, as part of the partnership, would also license Nokia Maps data) into all future devices. The announcement led to the abandonment of both Symbian, as well as MeeGo —a Linux-based mobile platform it was co-developing with Intel. Nokia's low-end Lumia 520 saw strong demand and helped Windows Phone gain niche popularity in some markets, overtaking BlackBerry in global market share in 2013.

In mid-June 2012, Meizu released its mobile operating system, Flyme OS.

Many of these attempts to compete with Android and iPhone were short-lived. Over the course of the decade, the two platforms became a clear duopoly in smartphone sales and market share, with BlackBerry, Windows Phone, and other operating systems eventually stagnating to little or no measurable market share. In 2015, BlackBerry began to pivot away from its in-house mobile platforms in favor of producing Android devices, focusing on a security-enhanced distribution of the software. The following year, the company announced that it would also exit the hardware market to focus more on software and its enterprise middleware, and began to license the BlackBerry brand and its Android distribution to third-party OEMs such as TCL for future devices.

In September 2013, Microsoft announced its intent to acquire Nokia's mobile device business for $7.1 billion, as part of a strategy under CEO Steve Ballmer for Microsoft to be a "devices and services" company. Despite the growth of Windows Phone and the Lumia range (which accounted for nearly 90% of all Windows Phone devices sold), the platform never had significant market share in the key U.S. market, and Microsoft was unable to maintain Windows Phone's momentum in the years that followed, resulting in dwindling interest from users and app developers. After Balmer was succeeded by Satya Nadella (who has placed a larger focus on software and cloud computing) as CEO of Microsoft, it took a $7.6 billion write-off on the Nokia assets in July 2015, and laid off nearly the entire Microsoft Mobile unit in May 2016.

Prior to the completion of the sale to Microsoft, Nokia released a series of Android-derived smartphones for emerging markets known as Nokia X, which combined an Android-based platform with elements of Windows Phone and Nokia's feature phone platform Asha, using Microsoft and Nokia services rather than Google.