When Goliath apes David

I find it amusing, disturbing and ironic that Microsoft is opening stores. Not only did Microsoft never have stores before, now it's opening them close to Apple stores.

The second one just opened its doors (in Mission Viejo, California).

Apple is different to most computer companies in that it makes attractive computers - oops, sorry, I mean in that Apple makes computers along with the software that runs 'em.

Often seen as an impediment to growth by those who value the facility to price-compare the hardware then install one of the many, many flavours of Windows on it (or Unix or whatever), this platform cohesion of Apple's may have stopped it becoming as massive as Microsoft, sure.

But this unity has allowed Apple to create devices that continue the Apple zeitgeist into the pockets - and hearts and minds - of both Apple and non-Apple fans, insidiously spreading the message of Apple's chic hardware and software unity, power and ease of use. And it has also led to the rise of the Apple Stores, which have been compelling in spreading Apple's presence around the world, not to mention lucrative.

With Apple Stores, consumers were getting shopping experiences they couldn't get anywhere else.

Apple sells all its hardware and software in its shops, along with carefully selected third-party hardware and software. I've haven't seen Microsoft hardware in an Apple Store, but you can certainly buy Microsoft Office, just as you can from Apple online.

If Microsoft was to make stores with just Microsoft products, they would be small shops. There would just be some Windows packs, Office and lots of keyboards and mice, so I imagine, like the Apple Stores, Microsoft stocks other items too - probably netbooks, laptops and desktops from (hopefully) favoured brands with Windows already installed, for example. (Has a reader been into one yet?)

I wonder if there's a Mac section in a Microsoft Store for Office:Mac and Mac compatible Microsoft hardware?

Anyway, what I find amusing - OK, that word should be 'embarrassing' - is that despite Apple supposedly being a bit-player compared to Microsoft, the Seattle company has seen fit to virtually copy Apple stores. I haven't visited a new Microsoft store (the two existing examples so far are in the US), but Business Insider (hardly a Mac fan site) says "Like its sibling in Scottsdale, Arizona, it looks a lot like Apple's retail stores - big, clean tables with computers set out for people to use, with lots of uncluttered floor space for people to walk around". Many other people have said the same thing around the 'net.

OK, it's good the new stores are attractive and well laid out, but I cringe at what may be occurring inside Microsoft. Management seems really out of step with the rest of the giant company. There are those within Microsoft making good software, is good) and great hardware, whereas above them management has made some terribly embarrassing decisions. Dare I say the Seinfeld ad? Yikes, that was utterly cringeworthy.

Microsoft apparently paid the comedian US$10 million then thought better of the bizarre and mixed messages and pulled the ads after a few days. We've always known Seinfeld is a Mac user anyway, but I guess $10 million is compelling.

Then there were those absolutely risible 'house party' ads. What were they thinking?
I find it ironic because the CEO of Microsoft, Steve Ballmer, keeps blowing off ill advisedly at every public opportunity about Apple - how it's not a threat, or it won't succeed and the rest. I bet there are lots of grumbles about all of this malarkey behind the scenes at Microsoft. I sure would be grumbling.

I think Microsoft should be standing on its own feet, not copying Apple. It shouldn't need to. It should be able to get the best advice and make great ad campaigns and sells its products on their strengths and make stores that don't look like someone else's, don't you think?

And for the record, little David didn't bring down the 'nine foot tall' Philistine by a trial of strength, exactly. He brought the massive warrior down with a very well-aimed and powerful shot from a distance with a slingshot (Bible, 1 Samuel 17:1-58). There was nothing fair about it, just as there would have been nothing fair about an actual sword fight, wrestling match or whatever.

All in all, with Windows 7 reportedly being 'almost as good as' OS X, Microsoft users can finally get a taste of the kind of computing lifestyle they have been missing out on for so long. Thanks to Apple, and Microsoft's careful emulation.

- Mark Webster mac.nz