I can only imagine Microsoft is using the stores to raise brand awareness, just like Apple is. But I do find this weird in a way, I mean Microsoft has like 90%

I can only imagine Microsoft is using the stores to raise brand awareness, just like Apple is. But I do find this weird in a way, I mean Microsoft has like 90% of the consumer market (at least here in Europe). Everyone and their mother has used some products of Microsoft in their lives, while the same can not be said for Apple products. Microsoft apparently also feels the need to raise brand awareness on Windows, as the brand Windows is one of the main sponsors of MTV's Europe Music Awards 2012.