Fitting in has not really worked out for Microsoft. Their most successful devices right now like the Surface Tablets works because they did not try to fit in and actually came out with something different.
However, they never did do that to their smartphone. They have been working on some unique Windows 10 features but in general, it still feels like they are trying to be like the Android or the iOS and it is clear that they are not good at it.
Popular apps are slow to arrive on the Windows 10 and people are just not happy about the design direction that they are taking with their smartphone design. Maybe things would be better for them if they actually stepped away from the standard smartphone box and work on something different.
The Surface Phone would be something different but it does not look like Microsoft is looking to build that.