Microsoft said that it “cannot risk having Google or Apple foreclose app innovation, integration, distribution or economics” in a presentation made to support its planned €5.4 billion acquisition of Nokia’s handset business.

“We will take additional steps to promote the app ecosystem for Windows,” it said.

Despite the close relationship between Nokia and Microsoft since their partnership was first announced in 2011, the Windows Phone platform has failed to become an effective “third ecosystem” to compete with Android or iOS in the interim.

With WP struggling to better single-digit market share, it has failed to attract developers due to the limited size of the potential customer base.

Android and iOS, in contrast, offering large and lucrative customer bases, have become the first targets for developers, and there are some notable omissions from the Windows Phone catalogue as a result.

With apps having become a central part of the consumer user experience, this has made them a vital part of the sales proposition. “We need a first-rate Microsoft phone experience for users,” the company noted in the presentation.

Indeed, it is not that long ago that a Nokia executive noted that the app situation was impacting sales, arguing: “You can’t sell a phone without the apps, you just can’t”.

Interestingly, Microsoft also said that “success in phones is important to success in tablets” – where its Windows RT platform has struggled. Again, this has been attributed to the lack of apps limiting the appeal to potential customers.

So far, Nokia and Microsoft have not addressed how the changes will affect developers, although with Microsoft already controlling the platform, its tools and the app store, it will largely be business as usual.

However, Nokia has previously worked hard in bringing a number of apps to the platform, partnering with companies such as Foursquare and Dreamworks Animations to bring product to the Windows Phone market.

In addition, Nokia has been courting developer support for its Asha mass-market devices, which will also come under the guidance of Microsoft in future.

Microsoft has indicated that these devices will enable it to extend its presence in emerging markets, as well as taking its services to users beyond the smartphone customer base.