Kara Swisher

Recent Posts by Kara Swisher

You Can Lose Your Mind, When Tech Stores Are Two of a Kind: Welcome to the Appl…Oops, Microsoft Store (The Video Proof)


A gauntlet of wildly cheering sales people dressed in brightly colored T-shirts, a sleek, white store, a simple but deceptively elegant design.

You will be excused for thinking this video below is from an Apple (AAPL) store. But, it is actually from the opening of a Microsoft (MSFT) Store in Scottsdale, Ariz., today.

It was the first retail outlet for the software giant to open, which will sell all kinds of hardware and software, with another debuting in Mission Viejo, Calif., next week.

It reminds me my favorite television show opening ditty:

Still, they’re cousins,
Identical cousins and you’ll find,
They laugh alike, they walk alike,
At times they even talk alike.
You can lose your mind,
When cousins are two of a kind.

Microsoft’s last foray into the retail space–a store called microsoftSF in San Francisco–was a failure and closed after two years in 2001, but this looks promising at least.

Here’s the video–done by someone who has clearly studied BoomTown’s shaky style carefully–which is on the Microsoft Store’s channel on Google (GOOG) video site YouTube.

Below it is a similar-looking video from the opening of an Apple store in Boston, Mass. last year (plus the genius opening of “The Patty Duke Show”):