Tag: Microsoft Store

Photo by Joe WilcoxJul 2, 20229:06 pm

Gone But Not Forgotten

Two years ago last month, during business-crushing SARS-CoV-2 (severe acute respiratory syndrome Coronavirus 2)/COVID-19 lockdowns, Microsoft unceremoniously announced the closure of all 83 stores, signaling the end of a too-short-lived retail expansion. In 2022, three flagship shops—in Australia, United Kingdom, and United States—remain, converted into so-called “experience centers”.

Rummaging through old photos—the Featured Image from Aug. 2, 2016—I stop for another moment to remember what was and could have been better. Microsoft Store should have succeeded like Apple’s massive retail experiment started on May 19, 2001.

Photo by Joe WilcoxMar 27, 202210:01 pm

In the Windows

In a sudden, surprising retreat, Microsoft announced the closing of all 83 retail stores, on June 26, 2020. Yes, it’s reasonable to wonder if SARS-CoV-2 (severe acute respiratory syndrome Coronavirus 2)/COVID-19 lockdowns played part in the decision. During normal times, the location at Fashion Valley Mall was never as busy as Apple Store, but the shop served vital brand, sales, and services roles. I am disappointed to see Microsoft Store gone.

I used iPhone 4 to capture the Featured Image, looking inside the San Diego location, on April 19, 2011. Vitals: f/2.8, ISO 80, 1/125 sec, 3.85mm; 3:30 p.m. PDT.

Apple by Joe WilcoxOct 25, 20174:19 pm

Artifacts: Olympus LS-10 Linear PCM Recorder

The process of moving residences after 10 years is opportunity to assess objects—and their value to keep or part with and what they once meant. Our garage is a treasure trove of memories and missives, like the Olympus LS-10 Linear PCM Recorder, which I ordered from Amazon on June 9, 2010. Strangely, perhaps ironically, the purpose for which I purchased the device made it obsolete.

On Oct. 12, 2017, I pulled the voice recorder from a box, where it was carefully coddled in a protective case. But both batteries had ruptured, and their acid apparently damaged the circuitry. After being cleaned and receiving fresh AAs, the LS-10 stubbornly refused to power up. Strange that it looks so new and ready to use. No more. I shot the Featured Image with Leica Q. Record button is focal point. Vitals: f/5.6, ISO 400, 1/60 sec, 28mm.

Apple by Joe WilcoxDec 1, 201510:30 am

Microsoft Makes ‘Peace’ with Apple

Advertising rarely gets as good this! Microsoft sets the mood for the season in a new spot where its New York store staffers serenade Apple specialists for “peace on Earth”. A children’s choir joins the caroling, creating a classic! This is award-winning advertising in the making. Filming at night adds terrific ambiance, topped off with Apple 5th Avenue Store employees embracing their Microsoft retail rivals.

If Microsoft is the British Empire, then Apple is the American era. Oftentimes, the mighty are arrogant and condensing about their dominance, and it’s rare that they sue rivals for peace—from a position of dominance. The humbled fallen must adopt new tactics in the New World order. For Microsoft, that means cooperation. If nothing else, the commercial is a metaphor for the new Microsoft.