Not only does the term “Windows Phone” just sound wrong, now they’re trying to equate all your Windows apps with puffy little men who love you but don’t want you to leave.
The story is simple: the icons are your Windows apps. They miss you. You can take ether with you on your Windows Phone. Sadly, they don’t show how you have to cripple them as they leave the house, reducing them to a shell of their former selves. Perhaps a scene of hobbling, like in Misery?