Microsoft to open first flagship retail store on Fifth Avenue in Manhattan

“Microsoft Corp.’s first Manhattan flagship store is coming to Fifth Avenue,” Keiko Morris reports for The Wall Street Journal. “The software company confirmed that it will be setting up shop at 677 Fifth Ave. as it continues to expand its retail presence and take more control over its consumers’ shopping experience.”

Morris reports, “‘As our first flagship store, it will serve as the centerpiece of our Microsoft Stores experience,’ said David Porter, corporate vice president for Microsoft retail stores.”

MacDailyNews Take: “It will serve as the centerpiece of our Microsoft Stores experience.” In other words: Each shopper either enters alone and stands awkwardly amid boxes of non-selling bloatware and tables adorned with crappy Windows PCs and moribund tablets and smartphones while surrounded by blank-eyed employees who got rejected by the real Apple Store or customers enter with one or more children whom they wish to park in front of Xboxes for some free babysitting.

Microsoft Apple Retail Store knockoff“The Fifth Avenue location, currently a Fendi shop, sits in the center of a glitzy shopping corridor and is several blocks south of Apple Inc.’s store,” Morris reports. “Over the past few years, Microsoft has made an aggressive push to broaden its retail reach and directly connect with its customers. Its competitor Apple had a head start with this approach, shaping the look and shopping experience in its stores. Apple has about 254 stores in the U.S., according to its third-quarter report.”

“Since 2009, Microsoft has opened 104 physical store locations in the U.S., Canada and Puerto Rico. Last year, Microsoft and Best Buy Co. announced they were creating Microsoft mini-stores inside of 600 Best Buy locations,” Morris reports. “The company plans to open 10 more Microsoft stores in the U.S. and Canada in time for the holiday season.”

Read more in the full article here.

MacDailyNews Take: Microsoft is a severely mismanaged and critically confused company.

Related articles:
Microsoft in talks to open Manhattan retail store near flagship Apple Store Fifth Avenue – August 7, 2014
Microsoft retail store traffic pales in comparison to Apple’s – November 26, 2010
Analyst: Apple Retail Stores mauling Microsoft; Since 2004 over 18m Windows users switched to Mac – April 28, 2010
Microsoft looks to double retail store ‘network’ to four; Denver and San Diego up next – April 01, 2010
Apple’s retail store network, 285 strong and counting, driving Mac sales growth; AAPL at $435? – March 22, 2010
Apple exec offers peek into retail roll-out; including ‘jaw dropping’ London and Shanghai stores – February 26, 2010
NPD: 48% of the money spent at U.S. retail on desktop PCs was spent on Apple Macs – November 25, 2009
Microsoft: You’re not cool; you’re the opposite of cool; stop making your employees dance (w/ vid) – November 17, 2009
Microsoft Retail Stores have to resort to free concert tickets to generate opening day crowds – October 30, 2009
Notes from Microsoft’s first retail store: ‘Cheap, disorganized, and poorly-located’ (with photo) – October 23, 2009
Microsoft’s Bizarro Universe: 8 years late; in garish color; featuring inferior products (w/ video) – October 22, 2009
Microsoft to mimic Apple (what else is new?) with ‘Guru Bars’ in retail stores – July 25, 2009


  1. Day 1 of the Microsoft Store: Doors won’t operate, have to be manually disassembled; Products keep falling off the tables; Floor uneven causing customers to stumble. Day 2: Doors propped open; thieves come in randomly and steal products. Day 3: doors finally work, security guards frisk all customers on entry (not exit); press finally shows up and gives mixed reviews like this “Better than anything we’ve ever seen from Microsoft!” or “Embarrassing knockoff of Apple concept”

  2. Day 1 of Microsoft Store: Doors don’t work, have to be disassembled; floor uneven so customers keep stumbling; products keep falling off the shelves. Day 2: Doors have to be propped open; thieves come in and steal stuff all day; plumbing leaks cause ceiling drips and wet floors. Day 3: Security guards frisk all customers on entry (not exit); the Press finally shows up and gives mixed reviews ranging from uninhibited raving to uninhibited yawns.

  3. I feel exasperated. These “stores ” have been popping up for years and I still can’t figure out what it is they’re supposed to be selling or how they make their rent I just don’t get it. Why are they willfully setting a match to a mountain of money?!

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