Surface Tablet Buyers Line Up at California Microsoft Store
On Oct. 26, Microsoft answered the question about whether it could make a product that people would stand in line to buy, and the answer is yes. Shoppers lined up prior to the 10 a.m. opening of the Microsoft Store at the Westfield Valley Fair shopping mall in Santa Clara, Calif., to buy the new Microsoft Surface tablet computer running Windows 8, which also was released the same day. Store Manager Mike Ortiz said he started hiring extra employees two months prior to the launch of $499 Surface, though he wouldn’t say exactly how many. Several of the first buyers paid extra for models with the Touch Cover accessory, which doubles as a cover for the Surface as well as an external keypad and clicks magnetically to the tablet. As customers waited in line they could glance across the mall at the Apple store, where people were standing in line to order the iPhone 5, which came out Sept. 21. The Surface is targeted at users of the Apple iPad, which also starts at $499, but only comes with 16GB versus the Surface’s 32GB.
Microsoft Shows It Can Get Buyers to Line Up, Too
Shoppers line up outside the Microsoft Store at Westfield Valley Fair shopping center in Santa Clara, Calif., Oct. 26 to buy the Microsoft Surface tablet running Windows 8, which also went on sale the same day. Apple has been known for creating such demand for its products that people line up for each new iPad or iPhone.