14 DAY TRIAL // While Microsoft is planning to open one of its first retail stores inside the Mission Viejo development (California), Apple has closed down its own store on that location for renovation. Reports say the move appears to be a “preemptive strike,” although it may also be just a coincidence, going by other sources.
AppleInsider has learned that, “Microsoft intends to open its first two brick-and-mortar stores this fall, with one of them to be located inside The Shops at Mission Viejo. That same site already houses an Apple Store,” while a reader confirms that, “The company has closed its existing location for renovations.” Providing pictures of the closed store, the reader tells AppleInsider that it’s been closed since Monday, Sept. 14.
The location, now boarded off, tells visitors, “Coming soon. The all-new Apple Store,” according to the imagery. “Whether the renovations are a direct response to Microsoft's own upcoming store, or merely a coincidence is unclear,” the report adds. Although it doesn’t intend to, ifoAppleStore appears to answer this question.
“Faced with a world-wide economic downturn and the risk of fewer shoppers, Apple converted its retail store roll-out plans in the United States to increased heat under its on-going remodeling project,” the source dealing exclusively with news about Apple’s retail developments informs. “Over 55 stores have been remodeled so far, mostly those constructed before 2003, converting the older-style interior to wood furniture and stainless steel walls, and reconfiguring the Genius Bar and other areas,” ifo says.
However, the former AppleInsider report also points out to increased rivalry between Apple and Microsoft over the Windows maker's upcoming retail venture. Microsoft has recently announced that it will hit Apple where it hurts, by opening retail stores close to its own. Moreover, Microsoft will be copying Genius bars including its own “Guru Bars.” Lastly, the company run by Steve Ballmer is also said to be poaching managers and employees from existing Apple Stores.
So, yes, it does seem highly unclear whether Apple is temporarily closing down its Mission Viejo store as a response to Microsoft’s actions, or whether it is simply sticking to its renovation plans.