Microsoft is hitting, and they're hitting hard. Shortly after announcing Windows Phone 7 Series at Mobile World Congress, the company showed an advertisement criticizing every other manufacturer for launching devices that are relatively similar. Billed as phones in a "sea of sameness," Microsoft points out Apple's App Store as a "focus on apps over the phone experience itself" and quickly discusses the device's inability to multitask.
Granted, Apple holds the smartphone reins at the moment, and it's easy to bash the leader (when you think about it, most of the manufacturers do). But Microsoft actually has a chance to bring up their market share here. An aggressive advertising campaign is just the beginning of the puzzle.