Microsoft is giving up on its physical stores

4 hours ago in

Back in 2015, Microsoft opened its flaghip physical store just five blocks away from the iconic Apple cube in Manhattan. Featuring both Surface products and a curated set of partner hardware, it seemed a warning shot — a statement that the company was getting serious in its efforts to rival Apple’s mindshare.

Today, less than five years later, Microsoft announced it will be closing all of its physical stores, at least in their current form. The company plans to ‘reimagine’ four locations — London, NYC, Sydney, and Redmond — as ‘experience centers’ (AKA showrooms) rather than actual stores.