Credit: Dreamstime

Microsoft’s retail shops mimic the appear and feel of Apple’s iconic gross sales fronts, from the glass partitions to the wooden tables to the very design of the Surface {hardware} on show.

But as anybody who ever wandered by means of a mall can let you know, Microsoft’s shops lack one essential side: prospects. Crowds by no means flocked to Microsoft shops the best way they do Apple shops, and on Friday, Microsoft introduced that it’s closing all however 4 of its brick and mortar areas.

“As we look forward, we start a new chapter for Microsoft Store,” Microsoft Store company vp Brad Porter wrote on LinkedIn. “As a part of our marketing strategy, we introduced a strategic change in our retail operations, together with closing Microsoft Store bodily areas.

“Our retail team members will continue to serve customers working from Microsoft corporate facilities or remotely and we will continue to develop our diverse team in support of the overall company mission and objectives.”

Flagship Microsoft Stores in London, New York City, Sydney and Redmond will stay open, however as “reimagine[d] new spaces,” Porter says. Microsoft’s press launch says they’ll rework into “Microsoft Experience Centres.”