In an apparent attempt to mimic the success of Apple's retail shops, Microsoft started opening its own stores in 2009. But the software giant still has just eight locations, with two more on the way, and executives are debating whether to start expanding more aggressively. Most of the stores Microsoft has now "aren't making money," according to Business Insider. But CEO Steve Ballmer likes the idea of opening hundreds of shops, and potentially even surpassing Apple's store count of 300. Should Microsoft give up on its retail ambitions — or open even more stores?
A bigger retail presence makes sense: "Even if the stores aren't profitable," says Jared Newman at TIME, "they provide a showcase" for the tech goodies Microsoft needs to get into customers' hands. Microsoft's Kinect gaming system is "exactly the kind of product that's best seen in person," and the new Windows 8 operating system, a "real showstopper," is due out next year. "Even if Microsoft doesn't need a big retail presence now, it'll certainly want it then."
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