Microsoft to improve 'buying experience at retail'. (That's 'shopping' to you and me.)

Microsoft has announced it’s to open its own shops, in a clear bid to grab a slice of the Apple retail action.

Apple trades on its image as the quintessence of cool: all innovative design and sleek lines. Microsoft may face an uphill battle in this respect, at least if its press release announcing the move is anything to go by.

It quotes Kevin Turner, Microsoft’s chief operating officer, as saying:

We’re working hard to transform the PC and Microsoft buying experience at retail by improving the articulation and demonstration of the Microsoft innovation and value proposition so that it’s clear, simple and straightforward for consumers everywhere.

‘What?’ you may ask. Good question.

I was going to offer a translation, but I’m afraid it’s stumped me. Some ‘clear, simple and straightforward’ language might be a good start, Mr Turner.

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Author: Rob Ashton

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Rob is a former scientist who set up Emphasis in 1998 after a career in magazine and journal editing. He designed the document analysis that underpins all our courses and believes training should always be based on evidence, not pseudoscience or wishful thinking. His writing has been featured in the Guardian and The Telegraph, as well as specialist publications including Accountancy Age, Training Journal and Nursing Standard. He's also a member of the Association of British Science Writers.

He's currently working on a new book on the science of the words we write and the effects they have on all of us.