Apple sells 100s of phones and iPads for each surface sold. One can't just take their store model without their context and think it will be as successful. Plus

Apple sells 100s of phones and iPads for each surface sold. One can't just take their store model without their context and think it will be as successful. Plus you can get a surface at any store, no need to go to a Microsoft store that sells a random assortment of a computers (not just their own) where a new user might not realize a Surface is a Microsoft product.