Strand is a well-known shill for Nokia. Every six months he comes out with something like this - just Google the company.

@ thatguy

I'll bite. Just how are you defining #1? and how is it relevant to this case?

Actually it was present in Leopard too.

"Why does this have to succeed for Microsoft? This is one of two stores they're opening initially, I really don't think the company is existing on the success or failure of two retail outlets. If these are successful, they'll expand. If not, they'll probably stay the only two."

The point being is that this is very important to Microsoft's strategy. I have to confess that I don't know what that is but Microsoft have spent a very large amount of money developing this and they seriously want to make this work.

When they first announced the "store" concept they specifically picked areas where Apple were trading in. Now I don't know whether this is because they wish to reclaim some turf in the malls or whether they are actually doing this to make money but it does seem an incredible waste of money for a company that sells software.

I don't mean that the stores failing will bring down Microsoft. What I meant is that as far as Microsoft's current management is concerned they appear to be desperate to make this work.

I am also unsure what successful means.

If they are going the experiential route then they could keep them open and let everyone experience what they have to offer.

If they are actually going for a store, where you can buy things, then these places have to make money. They are going up against Apple who, like it or not, are probably the most profitable retailer in these spaces. This is a very dangerous battleground for them. Because if, after the run-up to Christmas, or, heaven forbid during it, the Microsoft store is empty while the Apple store is booming then people will notice.

Pretty damn sure that Ballmer will turn up.

"Its a store opening..............Thats it."

That is the point. Microsoft appear to be relying on this as the second coming. If you are using the phrase "Apple fanboys" then I would assume that you are in the pro Microsoft camp but even you have pointed out that this is "just a store opening".

The problem is what is this store going to sell? If they are promoting specific manufacturers hardware then they are going to get other companies upset. If they stock the lot then it is going to look and feel like Best Buy.

I actually think that they are probably going for the Sony Style places that were around in all the upscale shopping centers. A sort-of experiential place where you can experience all that Microsoft has to offer. But selling hardware? Not so much.

The point being is that this has to succeed for Microsoft and I don't mean just the opening. There has to be a reason for people to go to this store on a regular basis or it will just be another example of what the current brain-dead Microsoft management team think, namely if Apple can do it then we should just be able to cut and paste that and "roll 'em out".

We shall see but I for one think this whole idea is misconceived.

Microsoft chose this area specifically because of the presence of the Apple store. The whole point is to hit Apple where it hurts. Unfortunately the Apple store they have decided to pick on here is a very impressive structure that in and of itself is very well designed.

http://images.apple.com/retail/images/store_photos/photo_scottsdalequarter.jpg

Will give you an idea of what it looks like. So Microsoft will have some going to make a store there attractive to buyers.

You are supposed to be queuing right now. To show how much you want Windows 7.

I really love that Microsoft has to tell everyone to "be excited".

Er,

Keep up Engadget - the upgrade cost is 4.95 for iPod Touch owners.