Microsoft to Build Retail Outlets Next to Apple Stores

A senior Microsoft executive says it will build some of its forthcoming retail stores near those of rival Apple. He also says Apple complained about the recent "Laptop Hunters" campaign, which he feels validates the ads' success.

Microsoft announced plans to open retail stores back in February, hiring former Wal-Mart executive David Porter to oversee the project. At the time it appeared the firm wanted to take advantage of cheap retail unit rentals thanks to the recession.

However, Microsoft's decision to build these stores, and to build them near rival Apple's outlets, might be more than just recession-based strategy. Chief operating officer Kevin Turner, the man who is in charge of the day-to-day running of Microsoft, discussed the plan at a conference for hardware and software companies which deal with Microsoft.

Windows: Simplicity, Value over Mac

During his speech, Turner said "we're going to showcase this opportunity of Windows simplicity, choice, value, and partners. And stay tuned, because we're going to have some retail stores opened up that are opened up right next door to Apple stores this fall. Stay tuned, just stay tuned."

He also indicated that the Microsoft stores will be used for researching customer feedback, which will then be shared across the company and with partners. (Source: microsoft.com)

Microsoft told ZDNet that "As we progress on our retail strategy there will be scenarios where we have stores in proximity to Apple. We are on track to open stores in the Fall timeframe." (Source: zdnet.com)

MS Receives Call from Apple Lawyer

Turner also discussed the recent series of commercials featuring "ordinary people" being given a fixed budget and allowed to choose any computer that met their needs: in every situation broadcast, the participant has chosen a PC rather than a Mac.

He says he knows the advertisements must be effective because two weeks ago an Apple lawyer contacted him to complain that the ads were now outdated because Apple had cut its prices. According to Turner, it "was the greatest single phone call in the history that I've ever taken in business. I did cartwheels down the hallway."