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Microsoft plays catch-up to Apple, looks to open branded retail store in NYC
Monday, August 29, 2005 - 02:04 PM EDT

"Microsoft Corp. is on the prowl for a store in Times Square. The move would be the software giant's first big stab at retail and may be an attempt to play catch-up with archrival Apple, which has hit a home run with its own branded stores, including its New York City flagship in SoHo," Louise Kramer reports for The New York Post. "Microsoft is looking for a large space to create a 'branding experience' a la Apple's showroom and information center."

Kramer writes, "Apple took what was viewed as a big risk by branching into retail, but the venture has been such a success that the company has opened 110 stores while Microsoft has continued selling through other retailers. Microsoft did attempt a small-scale retail store, called MicrosoftSF, in San Francisco. It opened in 1999 and closed three years later. In recent weeks, Microsoft officials have been in touch with New York real estate brokers who have worked on transactions in Times Square. A company spokesman declined to comment."

Full article, which was surrounded by Apple's Mac OS X Tiger Dashboard Widget ads during our visit, here.

MacDailyNews Take: First install of "Microsoft Windows AntiSpyware is FREE* to all Microsoft Dunce Bar™ visitors**! Only the Microsoft Retail Store offers the patented Lost & Missing DLL Service™! First 1,000 visitors eligible to purchase Grand Opening T-Shirts for US$19.95 plus NYS tax.*** Every day features our Proprietary Format Workshop, featuring FREE**** workshops where Certified Microsoft Specialists instruct visitors on how to create and email Word (.doc) documents, Excel (.xls) documents, and our upcoming Metro file format! Each day at 9am, 7 days a week, get your complimentary Windows Virus of the Day™!***** And, of course, EVERY DAY is LOCK-IN DAY™!

*Return visits to the Microsoft Dunce Bar™ are subject to hourly maintenance charges (Registry repair subject to additional charges).
** No iPods, iBooks, or PowerBooks allowed in Microsoft Retail Store.
*** Regular Grand Opening T-Shirt price is US$19.99 plus NYS tax.
**** Workshop participants may be subject to charges on a per question basis. Rates TBD.
***** Unlimited supply. No visitor will leave uninfected.

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Reader Feedback: ( = registered)

Aug 29, 05 - 03:41 pm Comment from: wandering joe

Love the Take tongue laugh

Aug 29, 05 - 03:43 pm Comment from: rich b

Maybe the X-box area of the store would be ok, but the rest would be boring.

Aug 29, 05 - 03:43 pm Comment from: mac dood

Let me see ....

If M$ opens a retail store ..... will they have just one shelf for their wares ??

I mean.... couldnt you fit an X-Box and its games plus a few copies of WinCrap XP all on one shelf ??

I cant imagine there would be much to look at ...

LOL

Aug 29, 05 - 03:44 pm Comment from: me

What HW will they stock? HP? Dell? How will the other vendor react? That's the thing about Apple - it is an experience - it's the hardware, the software, the iPods, the music. Microsoft isn't cool. Microsoft is a corporate panderer who everyone is used to "dealing with". Who needs to go to the mall to see spyware crashing a computer when they can sit at home or work and see it?

MDN: morning

Aug 29, 05 - 03:44 pm Comment from: justified

The thought is almost nauseating.

Aug 29, 05 - 03:48 pm Comment from: Artisticulated

Too funny. Even before the MDN take. MS does not need brand recognition. They need brand rehabilitation. From the Tiger dictionary: …restore (someone) to former privileges or reputation after a period of critical or official disfavor… A store won't do that. What a waste of money.

Aug 29, 05 - 03:50 pm Comment from: hammer

And to fully replicate the Windows experience, upon entering the store you will be bombarded by ads for online gambling, porn and hair restoration services, thereupon someone will come up and introduce themselves as yourself, and steal your wallet and credit cards, and then erase your memory.

You will also be forced to pay to use the bathroom and to leave the store.

Aug 29, 05 - 03:50 pm Comment from: Fred Mertz

Visit the patent-pending Vapor Room™ where Certified Microsoft Specialists give unending PowerPoint® presentations promising Windows will be "as good as Apple's Mac" next year!

Aug 29, 05 - 03:52 pm Comment from: hammer

... furthermore, another example of how Microsoft hasn't got an original idea in the multi-billion dollar R&D;heads. I bet 100$ that the stores are brightly lit with hardwood floors, and white fixtures.

Aug 29, 05 - 03:52 pm Comment from: Artisticulated

Will they offer free showers as you leave? I know I'd feel all dirty after beeing in a MS store. yeeeeeesh >shiver<

Aug 29, 05 - 03:52 pm Comment from: Jeff

Microsoft continues to search for the elusive coolness factor.

Aug 29, 05 - 03:53 pm Comment from: Schlonghorn

Fridays at the Microsoft Retail Store are "Wipe Drive and Reinstall Windows Day!"

Aug 29, 05 - 03:57 pm Comment from: Jamie Kelly

Do you think they will have this on repeat at the store???

LOL

Aug 29, 05 - 03:59 pm Comment from: What excitement!

Are you hip enough?

Aug 29, 05 - 04:01 pm Comment from: Jeff

Can't wait to drop my spyware infested business laptop at the Dunce Bar and tell them to fix the #$^$% thing...

... that is, if the line-up is not several bloks long.

Aug 29, 05 - 04:01 pm Comment from: Andy C.

Schlonghorn: Every day would be "Wipe Drive and Reinstall Windows Day"

Aug 29, 05 - 04:04 pm Comment from: eward

gosh! I'm really sick and tired of hearing new launch retail stores by giant electronic company like sony, MS. it is interested in watching everyboby follows apple strategy. so they think that they will be succeded? I'm so negative. MS bright side of this reatail plan won't be shed light on itself. it won't be kept longer. it will show some serious deficit.

I just hate whatever MS does.

Aug 29, 05 - 04:04 pm Comment from: devil's advocate...

Too bad they won't be carrying the iPod by HP in their store....

Aug 29, 05 - 04:05 pm Comment from: ndelc

To further replicate the Windows experience, there won't be any locks on the doors and the cash registers will always be left open.

Aug 29, 05 - 04:09 pm Comment from: RePlay

LOL LOL LOL LOL LOL

Thanks, Jamie.

No matter how many times I see that, it just makes my day.

MDN MW="once" As in once in not enough.

Aug 29, 05 - 04:09 pm Comment from: wow factor?

zero!!!!!

Aug 29, 05 - 04:17 pm Comment from: Matt

THIS IS AWESOME NEWS!

Now, I can actually tell Microsoft employees how bad their software sucks in person.

Give it another 3 years and they'll be closing their store!

Aug 29, 05 - 04:26 pm Comment from: Joe Takata

The statement: The move would be the software giant's first big stab at retail ... is not true! Visitors to Macworld SF in 2001, 2002 and spent time in the Sony Metreon shopping center almost directly above the Macworld exhibit hall would have discovered the Microsoft SF store on the 2nd floor. Along with productivity software and operating systems, visitors could purchase Windows 2000 shirts, GO,msn,com keychains and other retail store goodies. While apple has usually been there first, and best, truth is that Microsoft had a store many years before Apple did.

Aug 29, 05 - 04:29 pm Comment from: G Spank

I really hope they try it...because they won't even come close to what Apple has going on...

Aug 29, 05 - 04:29 pm Comment from: simple1

ok I'm one who doesn't just Bash MS for any reason, but this has to be the dumbest thing ever. Opening a MS on 42nd street how dumb is that, that location is made for people to go have fun! not deal with computer issues? and how about the fact that MS doesn't make it's own Hardware, what are they going to get customers to buy? Another update of XP? I mean I don't get the logic to this one, or maybe they are thinking of selling the Xbox? I mean don't people just go to game stores for those?

MG:shot, As in MS tries to take another shot at what apple as yet again

done years earlier.

Aug 29, 05 - 04:39 pm Comment from: Joe Takata

One more thing... Matt was right, they did close it after a few years.

Aug 29, 05 - 04:48 pm Comment from: rorschach

They would be better off selling WindBloze XP from a hot dog cart and save some money.

MW = "lay" as in, "M$ will lay another egg in the industry."

Aug 29, 05 - 04:57 pm Comment from: David Jefferis

Weelll... not before time.
If they major on X-Box and sell Windoze rubbish on top they'll be smirkin' I'd guess...

Aug 29, 05 - 05:07 pm Comment from: justified

That's the first time I've seen that Steve Balmer thing, and I have to say that it's the most digusting, obvious corporate rectal sucking I've ever seen in my life. He's fake, ugly, frightening, and probably likes to have large objects shoved up his *** by scary, expensive, tattooed she-men.

Aug 29, 05 - 05:07 pm Comment from: JadisOne

That MDN take is CLASSIC!

Aug 29, 05 - 05:08 pm Comment from: RJWOLFX

Yeah, they tried that here in San Francisco (as the article points outs) at the Sony Metreon. It floundered and ended up failing miserably. What makes them think now, a time when their PR is in the toilet is really a good time to try again? And as far as a "dunce bar" I can't even begin to wrap my mind around the waiting list they would have if they offered to help people with their computer problems. Then again, they'd probably just refer customers to their actual computer vendor anyway. How absurd.

I almost wish that MS would regain some ground just to make it a fair match... cos right now, it's just too easy. MS has lost whatever edge that they had and Balmer (monkeyman) is driving the company even further into the ground. Sad.

Aug 29, 05 - 05:18 pm Comment from: I forgot my name

One word: Gateway!

Aug 29, 05 - 05:22 pm Comment from: MacMania

"Freedom to innovate", sure M$.

These bastards have no class or shame.

confused

Aug 29, 05 - 05:28 pm Comment from: Free Giveaways @ the Opening

First Prize
1 Rio MP3/WMA player
Second Prize
2 Rio MP3/WMA players
Third Prize
A CASE of Rio MP3/WMA players

AND

EVERYBODY will get a 'CANT PLAY iTUNES for SURE' T-shirt.

Aug 29, 05 - 05:33 pm Comment from: Chomper

Ah yes, cos' Windows is so sexy...=P

*BARF*

Aug 29, 05 - 05:40 pm Comment from: Good Job

Nice MDN, I am sure Windows users can't wait to hop over to the Mac side of the fence when smug condescending jerks like yourself use phrases like "Microsoft Dunce Bar™ visitors". That is sure to inspire thousands of potential switchers.

"And, of course, EVERY DAY is LOCK-IN DAY™!"

That wouldn't be anything like being locked into iTunes because of using proprietary DRM that Apple refuses to license out to competitors when customers purchase music would it?

Oh yea thats right, I can rip to CD and then back to MP3 again. That's a good alternative. I am sure a 128 bit AAC file will sound lovely when a user runs that little process through the few hundred dollars worth of music they have bought from iTunes. And simple for the avergae user to do as well! Right.

MDN, just change the site to the Mac Hypcorite Daily News. It just fits better, ya know?

Aug 29, 05 - 06:02 pm Comment from: MikeR

Perhaps ms could put up "kiosks" instead. That way they would spend less money for employee costs. They could make them self-service like ATM's.

That way there would not be as much expense when they have to shut them down due to lack of interest.

Aug 29, 05 - 06:10 pm Comment from: Rhomboid

And how would you get out of that store once you've had enough? Would you have to go back in again to get out? They need a huge START sign on the front of their store, with "..experiencing your nightmares here!" in smaller print right below it.

Aug 29, 05 - 06:25 pm Comment from: AppleReseller

Like the TV ads, tons of swirling crap (eighties style!) overly complicated kitchen sink offers everything delivers nothing. "Where do you want to go today?" Answer: as far from here as possible, PLEASE!

Aug 29, 05 - 06:30 pm Comment from: Spark

I have a feeling that Microsoft is planning to have its own line of hardware for the media center. I don't think they would be doing this if they were going to repeat their failed experiment in SF. Selling MS keychains and x-boxes is an obvious losing proposition. They've seen how Apple has been able showcase their hardware when retailers were not. MS probably has a line of hardware coming out to mimic the Apple hardware/software model.

Aug 29, 05 - 06:31 pm Comment from: Jack Arends

I think a store like this could end up a target for lot of angry people. A lot of people hate Microsoft and don't want to travel all the way to India to do a face off with them. Hope they plan to have good security. hehehe

Aug 29, 05 - 06:32 pm Comment from: no monkey zone

MS doesn't have enough class to be in NYC.

It'll be very, very interesting to see whose hardware they showcase, and how well it'll all work (it's already a given every hacker will be gunning for this storefront).

As for store features, my bet is on a disco floor and "Dance With Ballmer" monkey jam sessions. God help us all!

Aug 29, 05 - 06:40 pm Comment from: what the ?

Is this a sick joke ?

Aug 29, 05 - 07:26 pm Comment from: daniel

Times Square?!

Real New Yorkers AVOID TS, because there are so many sheep-like tourists grazing along at 2 mph. They clog the sidewalks like so much mammalian molasses. If MS wants to cater to visitors from Kansas (the so-called "Intelligent Design" state), then that's the clientele that'll walk in.

MS doesn't have the balls to open a store where real NYC folks would venture. Good move for MS? Fuhgeddaboutit!

Aug 29, 05 - 07:47 pm Comment from: Felix

I can picture the M$ Store employees... they're the same ones that are big fans of role-playing games, lan parties, Mountain Dew, Doritos, and infrequent bathing habits, mullets, and still live in their mom's basement.

No offense to any Mac users that fit any of the above descriptions.

Aug 29, 05 - 08:27 pm Comment from: mike

Line up will include Paul Thurrott, Enderle, his wife, and er...

Oh ywah... all those Windows Zealots (0)

They better get a rock band if they want to draw a crowd..

Aug 29, 05 - 08:30 pm Comment from: Uncle Fester

Biters!

Aug 29, 05 - 08:47 pm Comment from: mac dood

".....
That wouldn't be anything like being locked into iTunes because of using proprietary DRM that Apple refuses to license out to competitors when customers purchase music would it?......."


Hey "Good Job"... Just remember one thing ....

Apple's "proprietary" DRM works for everyone...no matter the platform...

Can the same thing be said for that crappy WMA format your Guru, Billy Gates tries to force upon the the dumb sheep who fall for his malware-magnet crap ??

I think not....

You're the type of person who would defend the "renting" of your music...re: Napster, et al.

So...stay with your crappy OS... and be among the dozen, or so people to actually buy something at the M$ store ... and above all, enjoy your "Plays for Sure" T-Shirt !

LOL

Aug 29, 05 - 08:52 pm Comment from: windward

You guys keep getting better and better; this is one of the funniest threads ever. I am really checking this site 2x daily now instead of just once in a while. Lotsa stuff goin'on!
MW = took = Took M$ long enough to buy a clue..

Aug 29, 05 - 09:28 pm Comment from: Derrick

I hope the windows of the storefront will be shatterproof ... too bad they can't make their OS the same way.

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