Hasta La Gadget!

Here’s a tale of bad neighbors waiting to unravel: Microsoft is planning to set up shop right next to its worst enemy, Apple.

In a keynote speech at the Worldwide Partner Conference, Microsoft chief operating officer Kevin Turner told partners that the corporation is planning to open the first of its retail stores next to existing Apple stores.

Turner said Microsoft’s retail locations will not mimic the white, holy aesthetic of Apple’s, but rather it will innovate with the new stores, according to attendees tweeting the conference. He provided no details of how exactly the stores would look.

“As we progress on our retail strategy there will be scenarios where we have stores in proximity to Apple,” a Microsoft spokeswoman told ZDNet. “We are on track to open stores in the Fall timeframe. Beyond that we have no additional details to share.”

It’s unclear whether the Microsoft stores will be selling strictly Microsoft hardware (e.g., the Zune or Xbox 360) and software, or whether it will also be selling products from third-party companies. In the past, Microsoft has said the purpose of the stores was to build the company’s brand name by connecting with customers.

We’re not surprised by this strategy. If you recall, in October a consumer spotted a Microsoft “I’m a PC” recording studio parked right outside an Apple Store in Bullring, Birmingham, England.

Microsoft: It’s not just a store, it’s a branding experience [ZDNet]

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