Microsoft can stand to learn a lesson from Apple’s playbook with the iPhone 3.0 operating system. Even when the next-generation iPhone OS is merely a “catch-up OS to keep pace with other smartphone platforms, the folks at Cupertino are doing one thing right–keeping existing customers happy in spite of any carrier issues, and that’s something that Windows Phone makers can learn from. While 3.0 brings nothing new to the table (TomTom GPS? Been there on Windows Phone. Voice command? Done that with Microsoft Voice Command), Apple is appeasing customers by extending the product lifespan, making 3.0 a free update–as it has with previous iPhone firmwares–to existing phone owners for free.

Apple’s unified approach to making new firmware available on yesterday’s hardware is in contrast to Microsoft’s practice. Microsoft has typically relied on carriers and manufacturing partner to release the firmware upgrades, which means that more times than not the firmware never gets pushed out and customers end up spending more money on hardware to get the latest features. This is particularly shameful, especially considering the company’s changing position regarding its Windows Mobile 6.5 upgrade. This really is too bad since older devices, like the VGA Touch Diamond by HTC, with perfectly capable hardware, won’t be able to take advantage of some of the big improvements offered by Windows Mobile 6.5.

So what’s the solution? It’s really hard to find any middle ground here–Microsoft is in the software business and would like its OS on as many devices as possible, carriers are interested in selling data and voice services on devices, and device manufacturers are only motivated by customers wanting to buy their next generation hardware. Microsoft wants to grow a passionate smartphone following to the level of “cult-like” worship that Apple (and Palm to a degree) has garnered, should broker deals with carriers and partners to offer upgrades for a few years to a device. This means that Microsoft needs to take a stand regarding major Windows Mobile upgrades or abandon those carriers and manufacturing partners that do not support OS upgrades to move forward with a Zune Phone.

Offering OS upgrades will create passionate customers, who will then form passionate community of users, such as XDA-Developers. With these communities, Microsoft and its partners stand to benefit as the communities instill loyal customers to the platform. Partners, like HTC, could sell more hardware in the long-term, and carriers will be able to continue pushing their services no matter what hardware the customer is using. Microsoft will profit through increased smartphone market share.

David Pogue of The New York Times says it best: It’s especially nice that Apple is giving the biggest, best list of new features to the 30 million people who have already bought iPhones and iPod Touches (in the form of the iPhone 3.0 software upgrade) without making them buy a new phone. Someone at Apple was paying attention in kindergarten when the teacher said, “Make new friends but keep the old; one is silver, the other’s gold.” This is an important lesson for Microsoft to learn as it is trying to create a brand that users will be passionate about, especially when it is just now re-defining its audience. Or, in Verizon Wireless’ lingo, Microsoft, can you hear me now? Users would like an upgrade path to next-generation Windows Phone OS.