“Our main objective is to change the buying experience for consumers around the world – to show and demonstrate Microsoft’s key consumer products in a deeper and more meaningful way, making it more simple and easy for consumers to purchase PCs and devices that truly meet their specific needs.”

Somewhat confusingly, Microsoft claims that the move is set to benefit its current relationships with other retailers, claiming that “one of the goals of opening Microsoft stores is to better engage with consumers and gain a better understanding of the consumer PC and device purchase experience.”