Apple Macs “just work� (for now at least). PCs are hobbyist machines. Both are stereotypes, sure, but they might offer some explanation why Apple Stores are thriving and Microsoft just decided to close all of theirs.
Microsoft spun the closure into a “new approach to retail,� one that would be driven through its website and online sales channels, rather than through a network of physical stores. (Amazon must be chuckling at this.) But the writing was on the wall: in 2019, Microsoft shuttered virtually all of its retail kiosks at malls and other shopping centers, leaving the larger Microsoft Stores on uncertain ground.