Taymour Bouran's Blog

Microsoft Tries the ‘Cool’ Approach

Microsoft has just opened their first store outside the United States in Toronto, Canada. The purpose of this store is to show customers why and how their software and performance is “cool”; this is an advertisement campaign in attempt to beat competitors like Apple in design and quality of products.

Take a look at these pictures of the new store; What is the first thing that pops in your head ?

There is a lot of Apple copycat in terms of the layout of the store, the products, and the organisation. From the colour and atmosphere of the room to the transparent display cases and product assembly. Their new “cool” campaign used a lot of unique aspects that Apple has brought; but the touch of Microsoft is included with their relation to XBOX;

XBOX fans in canada will surely mark this place as their new store to purchase XBOX equipment.
The most important theme this article and Microsoft’s advertisement campaign conveys is the innovative movement Apple has brought to technology. Before Apple, computers and softwares were all seen negatively in society; being marked as ‘geeky’. But now university students are eager to graduate with IT Bachelors and start their career in software engineering. Why? Because softwares and computers are now ‘cool’.

Apple, and now Microsoft, have remodelled the way people think by implanting the idea, the change, that what was once seen nerdy now seems to be the coolest thing.