According to Businessweek "Microsoft is providing financial incentives ranging from free tools and test handsets to funds for software development and marketing," said Todd Brix, of Microsoft. In some cases, Microsoft is providing revenue guarantees, and will make up the difference if apps don't sell as well as expected, he said." Though Brix declined to comment on the amount of money Microsoft is spending on the program, "We're investing a lot to attract developers big and small to Windows Phone 7 to let them understand what the opportunity is and provide as many resources as we can to help them be successful on our platform."
But, according to some individuals, Microsoft approached them and offered financial incentives in exchanged for having apps ready at or near the launch of Windows Phone 7. Since Windows Phone 7 is vastly different from its previous mobile operating, systems none of the old apps will work. Currently there are only 246 apps ready for Windows Phone 7 according to ABI Research compared to Apple's 225,000 and Google's 65,000 available apps.