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We compared Apple and Microsoft’s flagship stores in London — and the winner was clear

blank - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Microsoft

  • Microsoft opened its very first European retail outlet in London on Thursday.
  • Its new retail outlet is just meters away from Apple’s London flagship.
  • We in contrast the purchasing working experience at each outlets.
  • Visit Business Insider’s homepage for more stories.

Apple has a new neighbor in London — and it transpires to be one particular of its largest rivals.

Microsoft unveiled its very first European retail outlet on Thursday, which is just meters away from Apple’s personal London flagship.

We visited the two outlets and see how they examine. Here is what we observed:

SEE ALSO: I went to an Apple retail outlet for a fix and was shocked by how disorganized its purchasing working experience has grow to be

Our very first take a look at was to Microsoft. We acquired a seem in the retail outlet two days in advance of it officially opened to the public as portion of a press tour.

our first visit was to microsoft we got a look in the store two days before it officially opened to the public as part of a press tour - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

The new retail outlet is housed in a Grade II listed constructing that was built by Sir Henry Tanner in 1912. It is the only constructing on Oxford Circus that was not broken for the duration of Planet War II bombings and its authentic bath stone façade is even now intact.

Regretably, the façade was bordered up for the duration of our take a look at.

We have been immediately impressed by the layout within. Straight in front of the entrance is an HD video wall, which was streaming articles about Microsoft’s software package and items.

we were instantly impressed by the layout inside directly in front of the entrance is an hd video wall which was streaming content about microsofts software and products - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Kelly Soligon, basic manager of Microsoft Outlets, stated that this is built to “capture customer interest” and motivate pedestrians strolling by to quit in.

Its minimalist design was immediately reminiscent of an Apple retail outlet.

its minimalist style was instantly reminiscent of an apple store - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Even so, there have been far a lot more distractions right here.

however there were far more distractions here - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

This McLaren Senna racing car or truck is fitted with a model simulator the place consumers can race its “Forza Motorsport 7” video game.

Upstairs, we observed there was a wider assortment of Microsoft’s Surface laptops and tablets, as nicely as equipment this kind of as headphones and keyboards. There was also an place the place you could come and have your keyboard cover customized.

upstairs we found there was a wider assortment of microsofts surface laptops and tablets as well as accessories such as headphones and keyboards there was also an area where you could come and have your keyboard cover personalized - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

At this stage, the retail outlet began to really feel a very little busier for the reason that of the combine of items and companies and there weren’t even any consumers in right here at this time.

In the course of the tour, the retail outlet manager, John Carter, pointed out the “Answer Desk.” This is the place consumers can come to obtain help on new items or software package and routine repairs.

during the tour the store manager john carter pointed out the answer desk this is where customers can come to receive support on new products or software and schedule repairs - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

This felt virtually identical to Apple’s Genius Bar. Even so, there was substantially significantly less area devoted to this portion of the retail outlet. In busier instances, this could finish up currently being cramped.

The gaming space was possibly the most outstanding portion of the retail outlet and very likely to be a significant hit with avid gamers.

the gaming room was perhaps the most impressive part of the store and likely to be a big hit with avid gamers - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

There have been all-around 15 gaming stations set up for consumers to come and perform its most recent Xbox video games. This is a clever way to give individuals an introduction to its video games and get them taking part in.

there were around 15 gaming stations set up for customers to come and play its latest xbox games this is a clever way to give people an introduction to its games and get them playing - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

As are its workshops held in the “Community Theatre.” Microsoft stated it will be holding day by day courses in excess of the summertime for children and mother and father to educate them how to use its items and software package. This aids to get children employing Microsoft gadgets at an early age.

as are its workshops held in the community theatre microsoft said it will be holding daily classes over the summer for kids and parents to teach them how to use its products and software this helps to get kids using microsoft devices at an early age - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

The last floor was reserved for Microsoft’s business enterprise consumers and is built to be a lot more like an workplace than a retail outlet. It is out of bounds to the public but it truly is unquestionably helpful for any of its business enterprise customers.

the final floor was reserved for microsofts business customers and is designed to be more like an office than a store it is out of bounds to the public but its certainly handy for any of its business clients - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

On to Apple we went.

on to apple we went - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

This giant retail outlet, just one particular block away from Microsoft, opened in 2004 but was redesigned in 2016.

this giant store just one block away from microsoftopened in 2004 but was redesigned in 2016 - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Apple’s outlets are acknowledged for their remarkably minimalist style. As with its items, it truly is all about the straightforward and sleek aesthetic. The strategy is to generate a area the place consumers can simply interact with its items with minimum distraction.

apples stores are known for their highly minimalist design as with its products its all about the simple and sleek aesthetic the idea is to create a space where customers can easily interact with its products with minimal distraction - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

And it certainly achieves this. The retail outlet is quick to navigate and very low fuss.

Apple has also normally touted client support in its outlets. An worker promptly bounded up to us to aid.

apple has also always touted customer service in its stores an employee immediately bounded up to us to help - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Even so, the new retail outlet layout, which was launched by Angela Ahrendts who left the corporation earlier this yr, has drawn criticism.

however the new store layout which was introduced by angela ahrendts who left the company earlier this year has drawn criticism - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Ahrendts, who previously hailed from Burberry, set out to make the outlets into luxury showrooms, getting rid of lines, and making the feeling of a “Town Square” or locations the place consumers could congregate.

She eliminated checkouts and launched a method the place income assistants would roam all-around the retail outlet armed with mobile gadgets for consumers to make payments.

Dozens of individuals have been sitting in the communal spaces. It was not clear if they are waiting to communicate to a income assistant or just taking a break.

dozens of people were sitting in the communal spaces it wasnt clear if they are waiting to speak to a sales assistant or just taking a break - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Ahrendts also replaced its Genius Bars with Genius Groves, which are areas that have been targeted on repairs and help that did not involve lines.

ahrendts also replaced its genius bars with genius groves which areareas that were focused on repairs and assistance that didnt involve lines - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Though this may well sound like a superior strategy on paper, some consumers say it does not perform in practice and can make for a really perplexing purchasing working experience.

while this might sound like a good idea on paper some customers say it doesnt work in practice and makes for a very confusing shopping experience - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Though it was not as well hectic when we visited, we can envision that for the duration of busier instances it truly is really hard to know who to speak to or how to know what your spot is in line.

In spite of this somewhat perplexing setup, Apple’s retail outlet was the winner total.

despite this slightly confusing setup apples store was the winner overall - We compared Apple and Microsoft's flagship stores in London — and the winner was clear

Apple’s aesthetic provides it an edge in excess of Microsoft. Its severe minimalism and clean style meant we under no circumstances felt overwhelmed in the retail outlet.

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