Microsoft has rolled out tools and APIs to help developers port their Apple apps to the Windows Phone 7 platform. This first round of APIs are relatively simply, it acknowledged in a blog post. "We focused on identifying the one-to-one mapping when it exists. In the following versions we’ll expand the scope and anytime the concepts are similar enough, we’ll do our best to provide the appropriate guidance."

And yes, it adds, it is planning to similar guidance and tools for Android.

15,000 and Hopefully Counting

There are approximately 15,000 applications available now for Windows Phone 7, Zdnet says, which is not bad for a relatively new device but nothing compared to the richness that is the Apple ecosystem. Microsoft, of course, is hyperaware of the disparity as well as trends that suggest mobile apps will only continue to proliferate. For instance, a new study from ABI Research finds that the worldwide app industry is well on its way to achieving 44 billion cumulative downloads by 2016. It also notes that Android and Windows Phone 7 are steadily catching up with Apple as adoption picks up pace and expansion of their mobile OS installed bases continues to grow.

Another reasons to consider Windows Phone 7 is its robust accompany ad platform. It is another lure by which Microsoft hopes to attract to developers to its Windows Phone 7 platform, with several participating mobile ad networks, including Millennial Media, Where, InMobi and MobClix. It also uses real-time bidding - still unusual for wireless devices.