When Apple began to open its own stores, many were the analysts who affirmed that the policy of having their own stores so as not to depend on third-party companies it was a very risky move. Over time it turned out that those who were really wrong were the analysts and not the company.
To see the success that Apple had with its own stores, many were the companies that they were encouraged to follow the same policy and began to open their own stores with relative success. Microsoft has been a clear example. It currently has more than 100 stores of its own between the United States and Canada, but they hardly receive visitors.
As we have been able to read in Re / Code of the more than 100 own stores that the Redmond-based company has between the United States and Canada, with surfaces ranging from 45 square meters to more than 6000 square meters they are not meeting the sales expectations that the company had anticipated. Some of them, those that are positioned in strategic areas, such as Fifth Avenue near Apple's, are out of the usual trend of unprofitable stores.
It would not be the first time that the company has chosen to close its own stores both in the country and abroad. The last ones that the company closed were located in Brazil and although Microsoft does not offer data on sales by stores, those of Redmond could be considering doing a small cleaning and begin to rethink the commercial strategy that is following.
Apple stores have a warm décor, a large number of employees at our service and a large number of portable devices, tablets and mobile devices to try, but here what is failing are the products themselves, on all mobile devices, since the latest releases, Lumia 950 and 950 XL have failed to attract public attention as expected.
