The Nokia Oyj Lumia Icon smartphone displaying the Cortana application on screen is held for a photograph at the Microsoft Developers Build Conference in San Francisco, California, U.S., on Wednesday, April 2, 2014. Microsoft Corp. is adding a voice-controlled digital assistant called Cortana to its Windows Phone software, seeking to match a feature that's already available in Apple Inc. and Google Inc. smartphones. Photographer: David Paul Morris/Bloomberg via Getty Images