Microsoft is to open its first retail store this autumn the company has revealed at its worldwide partners conference.
According to ZDNet, Microsoft's chief operating officer Kevin Turner told attendees that some of the planned stores will go head-to-head with existing Apple locations, and that any insights gained would be passed on to partners.
However, Turner was coy when pressed for further details about the operation.
Microsoft first unveiled its plans to rollout a retail presence back in February. It has also snapped up several key retail figures including former Walmart and Dreamworks Animation exec David Porter and former Apple regional director Michael Forrester.