Like many companies, Microsoft was forced to close all of its retail stores during the Covid-19 pandemic.
Microsoft tried to copy a strategy that didn't fit with its brand and while it kept it going for 10 years, it was never going to be as successful as the Apple Store, because Microsoft is not Apple.
When Apple launched its retail locations, they were not only iconic, they were a completely unique way for a tech company to connect with customers.
In fact, the vast majority of Microsoft's locations were within a half-mile of an Apple Store.
I suspect that many of you have never been inside a Microsoft store, which were launched in 2009 as a direct response to Apple's extremely successful retail locations.