updated 05:50 pm EDT, Fri October 30, 2009
Mission Viejo Microsoft store opens
Microsoft's second-ever official retail store opened to lines resembling those of Apple's, an early estimate says. More than 1,000 are believed by the OC Register to have queued up for the Mission Viejo, California opening, some of whom had entered the line as early as the previous afternoon. It's not known how long lines remained in front of the store or how floor traffic has proceeded since the debut at 10AM local time.
The queue was helped by promises of additional rewards beyond what Apple would typically offer. The first 1,000 to agree received tickets to a Justin Bieber concert later the same day, while many of the first also took in $25 Zune Marketplace gift cards, sport bottles and other extras. At the Scottsdale opening a week earlier, the first five visitors also received free Zune HD players.
Apple's store in the area, which is located in The Shops, is currently closed for renovations and won't compete directly with its rival until next month.
Despite the attention, the Mission Viejo is likely to be the last Microsoft store in the immediate future. The Windows developer is believed to be gauging the early reaction to the stores before committing to new locations that themselves may take a number of months to construct. Apple by contrast has 273 stores open as of this week.