As the economy re-opens after the COVID-19 crisis, Microsoft has decided to take a cautious approach. The company says it will not open its physical stores in the United States just yet. This puts the company at odds with some rivals, such as Apple, who are already taking measures to re-open.
In a statement to The Verge, Microsoft says it will keep its Microsoft Store locations closed and will see how the situation develops:
“Our approach for re-opening Microsoft Store locations is measured and cautious, guided by monitoring global data, listening to public health and safety experts, and tracking local government restrictions,” a spokesperson said. “We are prioritizing the health and safety of our employees and customers and have no new updates on store re-openings to share at this time.”
As mentioned, Apple is taking a different approach. This week the company announced some of its stores are opening in a limited capacity. Specifically, curb-side pickup of products is available at over 70 stores nationwide, including the iconic “cube” store on Fifth Ave. New York City.
Other retailers are also emerging from the COVID-19 pandemic, including Best Buy. However, Microsoft is willing to wait and see.
Of course, Microsoft, like those other companies, has continued to sell through its online Microsoft Store. Authorized sellers have also continued to sell Surface products, including the new Surface Go 2, Surface Book 3, and Surface Headphones 2.
Microsoft has over 100 global retail locations, including in Canada, the UK, and Australia. Still, most are in the United States. Furthermore, the company does not put the same importance on these physical stores as Apple does.