Microsoft declares retail war on Apple with latest store in California
It took Microsoft a long time to decide to enter the retail sector and open stores of its own. But it’s finally doing so, and going head-to-head with bitter rival Apple in the process. With the opening of its second store, in the same mall as an Apple Store, the war is finally on.
Microsoft’s first retail store opened in Scottsdale, Arizona on Oct. 22, a date chosen to coincide with the release of Windows 7. And Microsoft Watch is reporting that the second, in Mission Viejo, California, has now opened, only a week behind the first.
The big difference this time is that the same mall already has an Apple Store, so Microsoft and Apple are going into direct competition with each other in the retail sector. Unfortunately, according to the Orange County Register, the Apple Store is currently “closed for renovations and will not reopen until November.” So we’ll have a little while to wait before the potential bloodbath begins.
Reports from both stores opened so far suggest Microsoft has copied Apple with the look, feel, and layout of its retail spaces somewhat. Which is an obvious strategy to employ seeing how popular Apple stores are with people. But I’d hope it’s just a starting point, with Microsoft expanding and evolving its stores in order to differentiate them from those of its close rival.
The Mission Viejo store opening attracted a big crowd, but then Microsoft was offering big discounts and free gift bags in order to do just that. The key for Microsoft is keeping those customers coming through the doors beyond the first day, when the freebies and publicity have died down somewhat.
Am I wrong in imagining some kind of Mexican standoff happening on the day the Apple Store reopens? I’m not sure whether I envision employees or fanboys taking part, but I can definitely see some kind of duel taking place. Apple has the experience in the sector but Microsoft has one definite advantage on its side – much lower prices. Which, more often than not, wins out in retail.
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October 30th, 2009
Seriously, why does everything have to be a “war”? So Microsoft have opened a store in the same mall as apple – and that clearly has nothing to do with the fact that it might be a lucrative retail venue, regardless of its competitors. I wonder if there is a Sony retail store there? Then we could have a 3 way showdown. Or maybe even have Asus or Toshiba open a retail outlet, then we’d have a full on death match.