Microsoft retail stores logo

Microsoft has applied for trademark registration for a new logo that will be used to identify the company’s new retail outlets.

One of the first two stores will be in Mission Viejo, CA in the same shopping center as an established Apple store. (The other planned opening before Christmas is a store in Scottsdale, AZ).

I am an admitted Mac Snob, but I’m also a student of consumer attitudes and my big question is:

Do consumers who use Microsoft products have the same giddy passion for their supplier as do Mac users?

There’s a serious emotional connection between Apple and Mac users. The Microsoft retail store concept might work – but it won’t be for the same reason. I don’t see people lining up for hours and hours before a new Microsoft product is released.

We’ll see.