Microsoft Opening First Stores In — Surprise! — Upscale Malls
Microsoft is planning to open its first retail stores near Apple stores, including Scottsdale's aquarium-like store. Photo: Apple.
Microsoft will open its first two retail stores in ritzy malls in Scottsdale, Arizona, and at The Shops at Mission Viejo, California — two locations where Apple already has stores, CNet reports.
A few days ago, it was revealed that Microsoft is considering many of the same features that make Apple’s stores so successful, including a rival to the Genius Bar called the “Guru Bar.”
One of the key factors in Apple’s success is the location of its stores. Apple chooses upscale malls, or shopping streets in tony neighborhoods, with lots of foot traffic and easy freeway access.
Microsoft has obviously learned the same lesson. Its first two shops will be at the Scottsdale Fashion Square in the heart of Scottsdale, one of the richest satellite towns of Phoenix area. Apple opened an architecturally stunning store at the nearby Scottsdale Quarter mall in June.
Microsoft’s other store will be at The Shops at Mission Viejo, another rich town south of Los Angeles in the heart of Orange County. Apple already has a store in The Shops mall.
“Over a billion people use our products every day yet we don’t always have a way to directly connect with them,” Microsoft spokeswoman Kim Stocks told CNet. “We see the physical stores, as well as a consistent online experience, helping that.”
Like Apple, Microsoft also intends to take its shops global, the company told CNet, though declined to give details.
Microsoft has reportedly hired former Apple real estate chief George Blankenship as a consultant to help securing locations for its stores. The company has confirmed that it hired Wal-Mart veteran David Porter to head up its stores initiative.
The stores will open in the fall, just before Microsoft launches Windows 7 on October 22.
Leander Kahney is the editor and publisher of Cult of Mac, and author of three books about technology culture: 
