It seems that every company capable of making a workable piece of software is making a… It seems that every company capable of making a workable piece of software is making a smartphone with its own operating system.

Google produced the Android operating system, and Apple’s popularity soared when it introduced the iPhone operating system.

So what will happen as Microsoft begins its trek toward fully offering its Windows Phone 7 operating system on its new “Project Pink” smartphones?

For about a year now, the Internet has been rife with leaks of the Microsoft smartphones, at times code-named either “Pure” or “Turtle.”

Unlike the standard furor over leaked information about upcoming Apple releases, excitement over Microsoft’s official release is distinctly lacking.

Leaked photographs of Microsoft’s smartphone, published in PCWorld in April 2009, revealed it as a Palm Pre look-alike — visually, at least. The finalized device will be officially released April 12.

The smartphone will incorporate technology developed by Microsoft and Danger, Inc. while developing its T-Mobile Sidekick device. Early rumors showed it as a slider, similar to the Sidekick.

The Windows Phone 7 OS will sport a clean touch-oriented user interface called Metro, giving users highly accessible buttons to the major actions they may wish to perform with their new phone.

The emphasis will be on social networking and other activities popular with the younger female crowd.

Microsoft also eventually plans to offer downloadable applications through an interface similar to Apple’s App Store.

“Pink” will come after previous efforts by the company to enter the cell phone and handheld device markets.

Microsoft acquired Danger, Inc., the maker of the Sidekick, in 2008. It also seemed like Microsoft attempted a shot at Apple with its Zune MP3 player.

The premise of Microsoft’s new smartphone and OS seems great, you must be saying. So why might Microsoft be in danger?

According to a New York Times article, published April 9, Microsoft went about its previous efforts in an odd way, and this new project, code-named Project Pink, is no exception.

Unlike companies like Google and Apple, which both personally develop devices that run its software, Microsoft usually develops a close relationship with a partner and has it design the hardware.

Microsoft maintains some control over the ultimate creation of the hardware designs but sticks primarily to the design and marketing of its software.

This behavior has an interesting side effect. As The New York Times reported, Microsoft appears to be a “neutral partner” in the smartphone industry while also trying to unseat the established kings of the gadget genre.

Although this might have little difference on the devices themselves, it makes a bit of difference for marketing.

Microsoft might have some trouble convincing people that its new products are actually worth their soon-to-be published hype and do not simply represent a desperate attempt by Microsoft to cut into its rivals’ profits.

Both Apple and Google, because of their highly public roles in developing the hardware technology for their devices, project an air of seriousness that Microsoft might ultimately lack.

Interest in Microsoft’s new devices might wane. Therefore, if Microsoft’s efforts are seen as half-hearted attempts to one-up the competition.

Microsoft’s intended market could also prove to be problematic. The project has been code-named “Pink” because it is a “feature” phone.

It is not designed for people who need the flexibility of a BlackBerry for business. As The New York Times reported, it is designed for young “fashonistas” who want to heavily use, well, the features in which fashonistas are interested.

How many true fashonistas would be caught dead with a phone bearing a Microsoft logo is unclear.