Microsoft’s retail stores mimick the look and feel of Apple’s iconic sales fronts, from the glass walls to the wood tables to the very design of the Surface hardware on display. But as anyone who ever wandered through a mall can tell you, Microsoft’s stores lack one crucial aspect: customers. Crowds never flocked to Microsoft stores the way they do Apple stores, and on Friday, Microsoft announced that it’s closing all but four of its brick and mortar locations.
“As we look forward, we start a new chapter for Microsoft Store,� Microsoft Store corporate vice president Brad Porter wrote on LinkedIn. “As part of our business plan, we announced a strategic change in our retail operations, including closing Microsoft Store physical locations. Our retail team members will continue to serve customers working from Microsoft corporate facilities or remotely and we will continue to develop our diverse team in support of the overall company mission and objectives.�