Microsoft are reported to be pursuing the strategy of Apple and branding/controlling the environment in which they sell in, by opening up Microsoft flagship stores. Now while the internet is buzzing with this revelation, which comes after they hired Walmart sensation, David Porter, who no doubt was brought in to help mastermind this venture; I am left wondering what a branded store will do to Microsoft’s image.

Sure Apple stores with all their funk and minimalistic layout, which is carbon copied no matter which Apple store you are in the world, are pleasing environments to wonder in to and have a grope of a product or two. I just can’t see the correlation between the two companies. One is software base, so they tangible is negligible as it is the hardware manufacturers that have to do the ‘client facing’ bit, the other is ‘sexy’ products, both in tangible design and interface. OK, Windows 7 is looking like it has a nice interface, and these shop openings, will time nicely for that release, but someone still needs to tell Microsoft that on a shelf, style (otherwise known as packaging) is everything. Will they turn to one stylish designer, Asus for example? Probably not! So their only choice is to either offer a plethora of brands, each competing for position and possibly distracting from Microsoft’s main goal, which has to be ‘we are cool’.

If Microsoft think that opening up “right next door” to Apple, will give them some cool status, I’d suggest they need to look elsewhere. The cult of Apple won’t be halted by this attempt to steal the high street limelight. What it may do is give Microsoft a face and something consumers can connect to, in an operating environment Microsoft can control.