Microsoft Once Buried the iPhone . In 2010, Microsoft staged one of the boldest—and strangest—publicity stunts in tech history. To mark the launch of Windows Phone 7, employees organized a “mock funeral” for Apple’s iPhone and, to a lesser extent, BlackBerry. The event was meant to symbolize the end of competitors in the smartphone race, with Microsoft confidently declaring its arrival as a serious player in the mobile market.
The spectacle took place at Microsoft’s Redmond campus, where staff dressed in costumes, carried fake coffins, and paraded to the beat of a marching band. Some employees even dressed as famous characters, from Darth Vader to zombies, turning the event into a theatrical blend of satire and corporate bravado. At the center of it all were coffins painted with the logos of Apple and BlackBerry, a not-so-subtle sign of the company’s confidence that Windows Phone would dominate the industry.
The Symbolism Behind the Stunt
For Microsoft, the mock funeral was a way to rally employees and make a bold statement to the tech world. Windows Phone 7 was being pitched as a sleek, modern alternative to iOS and Android, featuring the innovative “Live Tiles” interface. Executives believed it could finally unseat Apple’s iPhone, which had rapidly risen to become the industry leader since its debut in 2007.
By framing the competition as already “dead,” Microsoft attempted to project confidence and humor while drumming up excitement for its new product. The company hoped the unconventional spectacle would grab headlines and generate buzz around its comeback in the mobile space.
Looking Back with Hindsight
With the benefit of hindsight, the mock funeral now stands as one of the most ironic moments in tech marketing. Windows Phone 7 never reached the heights Microsoft had envisioned. Despite critical praise for its design and user interface, the platform struggled to attract developers, apps, and, ultimately, consumers. Within a few years, both iOS and Android had cemented their duopoly, leaving Windows Phone to fade into obscurity.
Today, the images of Microsoft employees carrying coffins for the iPhone are often revisited as a cautionary tale about overconfidence in the tech industry. Instead of celebrating Apple’s demise, history played out the other way around—Windows Phone itself was buried, while the iPhone went on to become one of the most successful products of all time.
