Is Microsoft the new Apple?

Davey Winder
Saturday, 14 February 2009 17:04

IT Industry - Market

Maybe it is less about wanting to be like Apple, and more about not wanting to lose any more ground in the lifestyle, entertainment and small devices consumer arena?

Certainly Apple Stores have proven to be a great business model for selling iPods and iPhones, music and games, as well as larger hardware and software items.

Who would not want to follow suit? Especially when Microsoft already has such a foothold in the home entertainment sector with the Xbox and increasingly with the Zune. I suspect it will be the ideal way to grow this area of business for the Ballmer Boys.

Unfortunately I also think that Microsoft has a hurdle to jump which might prove a little too high to reach, even with the help of some trendy high street shop to climb upon: it is not cool.

Apple evangelist Stephen Fry eloquently and amusingly summed this up on Twitter by suggesting the MS STore would be "hard to find, grey, ugly and certain to collapse about your ears. And come in 5 different options."

Others have also pounced on the announcement, claiming the Microsoft Store will "have six different entrances: Starter, Basic, Premium, Professional, Enterprise, and Ultimate... the Ultimate door requires a fee of $100 for no apparent reason."

Beyond the to be expected prodding from 'fanbois' there is a serious perception issue here, and wanting to be like Apple is not as simple as opening a shop. Apple has succeeded not just on a design level, on a business level, but also on a community level.

So what is the secret of Apple's retail success and can Microsoft realistically hope to emulate it? The answers are on the final page.

CONTINUES