Apple stores had specific function and well-defined goals. Brand, hands on, direct sale, all spring to mind. Microsoft stores seemed to have a motto of "Copy Apple stores". I didn't get their reason for existing.
Their reasons for existing were the same as the ones you listed for Apple stores: Brand, hands on, direct sale. I'd also add that they serve as a place where buyers believe that they can get support on product, thus increasing their trust in the product. That's an incredibly valuable thing IMO.
These stores always seemed like a desperate attempt to copy apple. Which would be fine if they had product lines that were interesting. But they don't.
Apple has like 5 producs.That's it. Microsoft probably has more. However,for MS user it's a console, a PC,or laptop,while for Apple fans it's The Apple. Hence the difference in brick and mortar stores.
I know there is no point responding to such comments, but I was curious myself: iPhone, iPad, iPod, Apple Watch, AirPods, MacBook, iMac, Pencil, AppleTV, HomePod, the monitor, software products, cloud services, plus accessories to support the ecosystem. plus selling high margin extended warranties and financing. Most of those items are categories of products, not specific products themselves. Many of those products are industry leaders in their respective segments. Thats a lot of products, and a lot of good reasons to maintain a fleet of retail outlets.
Correction for the headline: They are closing all stores, not nearly all. The 4 remaining locations will be "reimagined" and will not handle any retail sales.
Apple stores had specific function and well-defined goals. Brand, hands on, direct sale, all spring to mind. Microsoft stores seemed to have a motto of "Copy Apple stores". I didn't get their reason for existing.
Their reasons for existing were the same as the ones you listed for Apple stores: Brand, hands on, direct sale. I'd also add that they serve as a place where buyers believe that they can get support on product, thus increasing their trust in the product. That's an incredibly valuable thing IMO.
What products did Microsoft support there? I only have Microsoft OS and none of their devices so maybe I'm missing their value. FWIW, if I have Windows issues on a Dell laptop then I call Dell for vendor support.
I think one point people are missing: Apple stores, even if they exist mainly to promote the brand, are MASSIVELY profitable. In fact, they are one of the most profitable store chains in the world. By contract, I believe that Microsoft was always running most of their stores at a loss. Even for a massive company like Microsoft, continuously running an unprofitable division is hard to maintain.
Also, Apple has continued to pay their retail employees throughout the closures. If the Microsoft stores were already struggling for profitability, closing the stores may have been the better choice rather than to having to layoff and then try to rehire.
Except that they are keeping all of them employed.
These stores always seemed like a desperate attempt to copy apple. Which would be fine if they had product lines that were interesting. But they don't.
The Surface, Hololens, and XBox aren't "interesting"? Stop it.
While I am not surprised, I am disappointed by this. Only because of the state of tech stores in Boston, if I needed something that wasn't Apple (gaming mostly) they were the only other tech store I could reasonably walk or take the train too. Microcenter isn't super close to a train station.
The microcenter in Cambridge is borderline distance from the T -- take the T to central, and then blue bike for 10 minutes -- there's a bluebike dock right in front of the place.
I mean yeah its possible, I also live in Back Bay (and in reality I would walk in a nice day to Microcenter anyways) so its hard to argue with a 10 minute walk to Apple or Microsoft if I need a last minute keyboard, controller, or something else.
More, I am just sad to be loosing one of the already very few tech stores we have in Boston.
This is a real shame. We have (had?) a Microsoft Store in the Triangle (Raleigh-Durham), and my visits to that store were always really enjoyable. I made several warranty claims in-store, and they went above and beyond to help me out, even when my grounds for a claim were kinda shaky. Microsoft did a really good job of hiring diverse talent, and every store-clerk I ever interacted with was smart, nice, and seemed to…
I agree, but I kinda feel like the relaxed and comfortable atmosphere was more of an indication that the stores weren’t doing so hot. Every time I went to one is was because it was quieter and lower key than other stores. And I never actually wanted to buy things. Maybe that’s good(ish) marketing but probably doesn’t make good business sense.