The GoPro team used to play nice with Windows Phones, providing regular updates to the app that connected the action camera with the Mobile OS from Microsoft.
In a post back in December 2015, GoPro assured Windows Phone owners that it has their best interest in mind. Back then, GoPro promised an app that would work well with the Lumia 950 and Lumia 950 XL, which the company also referred to as being a "top priority."
However, times are a-changing.
In January, a GoPro support member clarified that his company changed its mind about the support for Windows Phone users.
He starts by apologizing for the confusion created by having two opposing posts within just a month's time. The GoPro team member underlines that in the tech world, trends can shift pretty rapidly.
"Please keep in mind that the previous post stating that we support Windows phones was back in the beginning of December of last year, and as is the nature of technology things change fast," the GoPro representative says.
He explained that GoPro offers "legacy support for Windows phones."
What this means is that the company will put some effort into connecting its action cameras to the Windows 10 Mobile phones, but zero updates or new features will be landing on Microsoft's ecosystem.
Observant users might have noticed that GoPro no longer features the Windows Store button on its main page, which means that the Windows GoPro App can no longer be downloaded directly from the company's website.
GoPro's contradictory messages might reveal something more than a clash with Microsoft, however. The action camera company hit a rough patch lately, seeing increased competition from manufacturers who launched more affordable products.
Experts from the industry note that GoPro has been losing ground to gadgets that are being manufactured in developing countries, which have a leverage on lower production prices.
During the last quarter of 2015, GoPro registered profits of $122.3 million and perhaps more importantly, losses amounting to $34.5 million. Rumors surfaced that the Q1 2016 results will be poorer than the last ones, leading the company in a downward spiral.
Microsoft's Windows Store still allows you to download the GoPro app, but it may not be for long.